Behind the Campaign
Take a sneak peek behind the curtain of your favorite marketing campaigns. Learn how they came up with their ideas, what their goals were, and more. Each episode highlights campaigns that you may have seen out in the wild. We ask the marketers behind the campaigns the questions you were wondering about.
Behind the Campaign
Ep. #9 - Cottonelle // Animal Crossing
What happens when a toilet paper brand meets a beloved video game? In this episode of Behind the Campaign, Andi Robinson chats with Kiku Gross, senior copywriter, about how Cottonelle brought its Down There Care campaign into Animal Crossing—with a little help from T-Pain and Jenny Yang. Hear how a lighthearted joke in a Zoom brainstorm turned into a cultural moment that redefined creative brand activation during the COVID lockdown. Kiku also shares her lessons on pitching bold ideas, working remotely, and staying true to your creative instincts.
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