Campaign
Analysis
by
Liza Perez
Viral video
http://youtu.be/ZKLnhuzh9uY
http://youtu.be/ZKLnhuzh9uY
Outline
Company Background
Challenges/Opportunities
Strategy
Results
References
Company Background
Poo-Pourri’s Fresh Start:
 Natural Toilet Spray.
 22 different scents & sells for
$10 to $22/bottle.
 Online & 8,000 bo...
A Scented Inspiration!
 In 2006 Suzy had a Big
idea!
 Inspired by her stinky
husband.
 A Premium Brand with an
unique f...
Challenges & Opportunities
Challenges: Opportunities:
 Newly established
company.
 Low brand awareness.
 Low retail presence
outside of boutiques....
Poo Strategy
“Girls don’t Poop” campaign!
 Objectives:
 Create media Buzz.
 Gain Users trust.
 Build Brand Identity.
 Target: Prim...
#1 Content is King!
 Social Media:
 Funny Videos.
 Questions related to pop Culture.
 Interactive product updates.
 P...
#2: Consumer is also King!
 Highlight Consumers reviews:
 Customized answers:
Results
Success Smells Good!
Stink Free Outcomes!
 13,000% Increase in the website
Traffic!
 Social Media:
 Facebook fan base grew by 70%.
 Twitter...
Don’t take Crap for Granted!
 Tons of Free Publications and Blog posts:
 Won People's Voice Award In The 18th Annual Web...
Questions?
Retailmenot Coupon!
References
 https://www.youtube.com/watch?v=ZKLnhuzh9uY
 https://www.youtube.com/watch?v=OE5npzhnjJs
 http://www.poopou...
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Poo-pourri

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Poo-pourri

  • 1. Campaign Analysis by Liza Perez
  • 2. Viral video http://youtu.be/ZKLnhuzh9uY http://youtu.be/ZKLnhuzh9uY
  • 3. Outline Company Background Challenges/Opportunities Strategy Results References
  • 4. Company Background
  • 5. Poo-Pourri’s Fresh Start:  Natural Toilet Spray.  22 different scents & sells for $10 to $22/bottle.  Online & 8,000 boutiques across the US.  Created by Suzy Batiz in 2007.  Suzy is wild entrepreneur & aromatherapy hobbyist.
  • 6. A Scented Inspiration!  In 2006 Suzy had a Big idea!  Inspired by her stinky husband.  A Premium Brand with an unique feature was born.  6 years after introducing PooPourri in 2013, the video was produced to educate users.
  • 7. Challenges & Opportunities
  • 8. Challenges: Opportunities:  Newly established company.  Low brand awareness.  Low retail presence outside of boutiques.  Limited production capacity.  High demand for products with less chemicals.  No clear competitors.  Forward & backward integration.  Going global.
  • 9. Poo Strategy
  • 10. “Girls don’t Poop” campaign!  Objectives:  Create media Buzz.  Gain Users trust.  Build Brand Identity.  Target: Primarily Woman in mid 20’s to late 50’s.  Medium: Social media, website, Viral videos, Online Banner ads, SEM.  Tone: Toilet humor with style!  Cast:  21-year-old Bethany Woodruff.  60 elegance & lady like looks with a “dirty” mouth.
  • 11. #1 Content is King!  Social Media:  Funny Videos.  Questions related to pop Culture.  Interactive product updates.  Proactive Tweets #nomorestinkypoo, #poo~pourriworks. “People don't come to Facebook to be sold, they come to Facebook to escape their day and to be entertained. PooPourri wants to make people giggle as often as they poop.”- Nicole Story, Poo Marketing Director
  • 12. #2: Consumer is also King!  Highlight Consumers reviews:  Customized answers:
  • 13. Results
  • 14. Success Smells Good!
  • 15. Stink Free Outcomes!  13,000% Increase in the website Traffic!  Social Media:  Facebook fan base grew by 70%.  Twitter followers doubled.  YouTube attracted over 12,000 subscribers in less than 2 months.  High Engagement scores:  Facebook score 282.  Twitter score 500 for #nomorestinkypoo, #poo~pourriworks.
  • 16. Don’t take Crap for Granted!  Tons of Free Publications and Blog posts:  Won People's Voice Award In The 18th Annual Webby Awards.  Grew from a $25,000 startup to a $20 million enterprise.  PooPourri turned a Poop problem into a money-making machine!...Genius!
  • 17. Questions?
  • 18. Retailmenot Coupon!
  • 19. References  https://www.youtube.com/watch?v=ZKLnhuzh9uY  https://www.youtube.com/watch?v=OE5npzhnjJs  http://www.poopourri.com  http://www.bizjournals.com/dallas/print-edition/2013/05/03/whats-that-smell- money.html?page=all  http://en.wikipedia.org/wiki/Poo-Pourri  http://www.beautylish.com/a/vxjza/poo-pourri-founder-interview-  http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri- made-splash-social-media  http://en.wikipedia.org/wiki/Poo-Pourri  http://www.bizjournals.com/dallas/print-edition/2013/05/03/whats-that-smell- money.html?page=all  http://www.mashbout.com/case-study-traffic-increase/  http://www.youngupstarts.com/2011/02/15/poo-pourris-sweet-solution-to-a- crappy-problem/  http://www.poopourri.com  https://www.youtube.com/watch?v=OE5npzhnjJs

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