Facebook, Twitter, Instagram are all free platforms in which business’ can promote themselves and engage with your audiences. Especially if your audiences is part of the millennials.
Poo~Pourri, the brand that has designed a spray to eliminate odor while doing your business, and aims to target woman mid 20s to late 50’s and has managed create buzz with thier hilirous videos and get heads turning with its first ever social media marketing campaign “Girls Don’t Poop”.
Poo_Pourri knows they’re target audience is a large portion of the millennial generation those born between the early 80s and early 2000s, Millennials live life online. Also known as Generation Y or Generation Me, this is a group that has become defined by the digital world and has prompted the huge cultural shift towards capturing every moment on camera phones. Poo-Pourri social media objectives where ;
- Create Media Buzz
- Gain Users Trust
- Build Brand Loyalty
How it Works
When spritzed into the toilet bowl before-you-go, Poo~Pourri’s pure blend of NATURAL ESSENTIAL OILS creates a film on the surface of the water. The protective barrier traps odor under the surface, before it ever begins! All you’ll smell is a refreshing bouquet of NATURAL ESSENTIAL OILS
© Retrieved from "20 Million Views Later, How Poo~Pourri Made a Splash on Social Media" on November 19
Poo-Pourri Benefits of Using Social Media
What made this brand so successful? With their videos they were able to create brand awareness; which went viral.
- Increase Brand Awareness- Poo~Pourri’s social prowess extends over Facebook, Twitter, YouTube, Pinterest and Instagram. The brand’s ‘Girls Don’t Poop’ ad went live on YouTube on the 10th of September, following which its Facebook fan base grew by 70% and currently stands at over 24,000 fans while its Twitter followers doubled and became a group of 3,000 on twitter.
- Consumer is key- On Twitter, while many brands answer with a robotic reply consisting of a generic customer care number or e-mail ID, Poo~Pourri’s replies are completely personalized. The conversations with the brand were recognized and addressed with a light-hearted, problem-solving approach.
One Twitter campaign definitely stood out. Looking to drive holiday sales, Poo~pouri targeted user interests and user handles with a week-long promoted tweet effort.
Poo~Pourri was very pleased with the results. The promoted tweets drove $73,000 in sales from more than 1,100 transactions (94% of which came from new customers). “New customer acquisition was just through the roof,” Story said. “We found too that their basket size was 50% higher.”
“I find our Twitter followers like to have a lot more fun,. “I think we generally have a younger audience on Twitter than on Facebook. They are a little more tech savvy. They are a little more open to going there, if you know what I mean, taking that extra step and I think they appreciate that humor from a brand. It’s something you don’t see every day. I think we surprise and delight people.”- Nicole Story- Poo-Pourri Creative Director
Lessons for Others
Poo-Pourri viral video may have seemed like a gag video, but with the ability to click the website through the video legitimizes this brand. The objective of Poo-Pourri media campaign was to create a media buzz, gain users trust and build brand loyalty which they have done.
They created humour and real life situations which the consumers can relate to and creating a product that it too good to be true.
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Authored by: Laura D
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