Download This advertising campaign will use a series of new

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Everybody poops campaign
It’s time to stop the stink Campaign 2016
Brianna Kessler
Advertising Campaign
Mkt 4334-01
MW 1:30, Spring 2016
Dr. Tom Smith
April 20, 2016
Poop-Pourri 1
Contents
A.
I. ................................................................................................................... Executive
Summary ........................................................................................................... 3
B.
II. .................................................................................................................... Situation
Analysis ............................................................................................................. 4
C.
A.
Product History and Background........................................................................... 5
B.
Product Evaluation ................................................................................................ 7
C.
Consumer Evaluation...........................................................................................11
D.
Competitive analysis ............................................................................................14
III.................................................................................................................. Marketing
Goals................................................................................................................ 15
D.
IV. ..................................................................................................................... Budget
16
E.
V. .............................................................................................................. Advertising
Recommendations.......................................................................................... 17
Advertising Communication objectives ..........................................................................17
F.
VI. ................................................................................................................Media and
Advertisements ............................................................................................... 20
G.
VII. ............................................................................................... Recommendations
22
H.
VIII. .......................................................................................................... References:
23
Poop-Pourri 3
I. Executive Summary
Poop-Pourri’s overwhelming success had given the company the opportunity to
expand their brand into more retailers, which can increase revenue and increase
consumer purchase. The company faces some problems due to the lack of visibility,
brand awareness, product awareness, necessity, and negative social norms associated
with pooping. Therefore, it is still important to educate consumers about the product and
communicate the brands message. Which is, everybody poops and sometimes it stinks.
The advertising campaign will use a variety of mediums to solve current problems with
indoor, outdoor, print, online, and social media advertising and marketing.
The campaign will address negative social norms by using social media hashtags
and a humors advertising theme. The underlying communication objective is to make
woman feel more comfortable about pooping in public and reduce pooping anxiety.
Visibility will be increased with indoor and outdoor advertisements, which will also help
increase product awareness and aid in putting Poop-Pourri on more retail shelves. Print
advertisement will help expand Poop-Pourri’s market by attracting a new audience as
well as proving that brands reputation. Many consumers believe that it is not a real
product so by advertising in print, outdoor and indoor Poop-Pourri will gain consumer
trust. Online and social media marketing will also generate more awareness and brand
recognition and consumer loyalty.
Poop-Pourri 4
II. Situation Analysis
S.W.O.T
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Strengths
Eliminates embarrassing bathroom odor.
Travel size bottle for on the go use
Attractive elegant packaging
Stink free guarantee. Consumers can
return the product anytime for any reason.
Viral commercial shared over 1 million
times on Facebook, Pinterest, YouTube,
Instagram, Tumblr, and Twitter.
4.7 out of 5 star review on Amazon.com
out of 7,338 customer reviews
6,737 positive consumer reviews on
amazon.com
Comes in 20 different scents.
Scent is the primary factor in determining
a products efficiency.
Sold online at poopuri.com and
amazon.com
Sold in over 8,000 boutiques across the
United States
All natural product
Lack of competing products
Opportunities
Plethora of social media sites to reach
targeted consumers
Research indicated that Hispanic women
report the highest use of odor eliminating
aerosol products
Everybody uses the bathroom
Research indicated that 32 percent of
people aged 18-24 use social networking
in the bathroom (Nielsen).
Poop-pourri’s ad “Girls don’t poop” was
2013’s fifth most viewed ad in the world.
Since of humor in ads makes the product
memorable.
All natural product
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Weaknesses
Consumers do not see the
product as a necessity
Not sold in major retail stores
where toilet paper can be
purchased such as Wal Mart,
Target, etc. This makes it
difficult to find in stores
Embarrassing to purchase due
to the name and use
Not enough brand awareness
Consumers unsure of the
products effectiveness
Fairly new product
Threats
Candles and air freshening
aerosols often used for the same
purpose.
Big name brands such as
Febreeze, Glade, and Lysol are
more commonly known and
available to consumers.
Seen as gag gift
Cheaper products that are
similar sold in major retail stores
Poop-Pourri 5
A. Product History and Background
In 2006, Suzy Bátiz, an entrepreneur passionate about essential oils and all natural
products, devised a solution to unflattering bathroom odor caused from pooping. The
idea came to her one day in her own bathroom. Everybody poops and sometimes it
stinks, which is something Bátiz’ claims to be a universal problem. Thus, she saw a
major market for her new product, spawning her to create an all-new product as a
solution. In addition, Poo-Pourri, which is an all-natural odor eliminating before-you-go
toilet spray made from essential oils was born. The purpose of the product is to get rid
of embarrassing bathroom odors. Bátiz, a mother of three who lives in Prestonwood,
Texas, dropped out of college twice and filed for bankruptcy twice, decided to pursue
this opportunity.
In 2007, Bátiz launched her very own internet startup company based in Addison,
Texas with $25,000 dollars of her own money. In the beginning, she had a little budget
and used primarily social media marketing to advertise her product. She had no money
for patents or trademarks in the beginning.
In 2013, Bátiz launched a direct to consumer campaign with the video, “Girls don’t
poop,” on September 10, 2013, which went viral with 10 million views in 2 weeks. This
video turned her $10,000 dollar company into a $30 million dollar success. Increasing
poopourri.com website traffic by 13 percent. Ackermania Creative, an internet marketing
company based in California, directed and produced this successful video. The
company has also worked with Red Bull and Dollar Shave Club.
Past and present advertising creative themes both use toilet humor to advertise and
promote the product. The main theme focuses around a fancy Scottish woman on the
toilet talking about embarrassing bathroom odors many woman encounter in everyday
Poop-Pourri 6
life. This woman has become the face of Poop-Pourri. She resemble Flou from the
Progressive commercials.
The newest advertisement web video, “even Santa poops,” was another major
success. Other videos include a music video with multiple people singing on a stage
that is a toilet and a grandma talking about poop. Print and web advertising content
features the Scottish woman, pictures of the bottle, or pictures of the logo.
Poop-Pourri’s main advertising and marketing strategy is centered on social media,
which has been extremely successful. They even have a newsletter. See below a
breakdown of Poop-Pourri Social Media sites
Facebook
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73,833 people like
Twitter
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6,504 tweets
1,797 following
14.1K followers
17.3K likes
89 posts
9,493 followers
603 following
You Tube
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58,419 subscribers
70,547,389 views
4 videos
Pinterest
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29 boards
1.4k pins
14 likes
2.6 followers
641 following
Instagram
Today the brand has grown into a multimillion-dollar company and has sold over one
million bottles. The company uses predominantly social media, online marketing, and
grassroots marketing to market the product. There is a patent pending on the all-natural
blend of essential oils used to eliminate bad odors. However, the company announced a
new, patented custom-designed bottle with an embossed "P&Co." monogram cap and a
shrink-wrap label with intricate, hand-drawn illustrations representing each scent, on
Poop-Pourri 7
January 5, 2015. There are no significant political or legal influences affecting the
company. Current problems are lack of awareness of the brand and product.
Opportunities include a growing market and increase in social media use. *See S.W.O.T
analysis for more details on page 3.
Mission Statement: “I confess. I am obsessed with all things natural! I expect a lot
out of the products I choose to bring into my home. I formulated Poo~Pourri as the first
natural, truly effective solution to a universal problem: poop happens, and it stinks!
Poo~Pourri liberates you from toxic thoughts and ingredients, and inspires you to
confidently own your throne! It’s time to take a shift!” –Suzie Bátiz
B. Product Evaluation
The product works by directly spraying 3 to 5 spritz of the liquid into the toilet
bowl before bathroom use. The exclusive formula creates a protective barrier on top
of the toilet water’s surface that traps unpleasant bathroom odors from coming into
contact with the air, releasing a smell of essential oils instead of odor. *See chart
below.
Poop-Pourri’s products include 20 different odor eliminating sprays and scents.
Each with a different themed name and packaging. The bottles are sold in 3 different
sizes, 2, 4, and 8 ounces. The prices range for the product arrays from $9.95 to
Poop-Pourri 8
$24.95. The ingredients consist of natural, plant-derived essential oils in a citrusy
blend of bergamot, lemongrass, grapefruit and more. *see below all 34 products
sold on poopourri.com
Poop-Pourri 9
Poop-Pourri’s advertisements have been recognized by Ad week multiple times and
have been featured in several articles. Some headlines include: “Poo-Pourri Flushes All
Rivals With the Most Popular Radio Ad of the Super Bowl, Adweek's Top 10
Commercials of the Week, Ad of the Day: Poo-Pourri's Latest Crass Character Is a
Randy Granny Who Loves to Pee.”
Magazines Such as Glamour magazine, The Huffington Post, The Chicago Tribune,
Beauty News NYC and many more love Poop-Pourri. “Poo-Pourri received a People's
Voice Award in the 18th Annual Webby Award for their viral marketing campaign in
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2014. Giuliana Rancic chose Poo~Pourri as her top gift for coworkers in her 2014
Holiday Gift Guide on E! News. Although, USA Today ranked "Girls Don't Poop" ad one
of the worst ads of 2013,” according to adweek.com *See below magazines featuring
Poop-Pourri
The company offers a stink free guarantee with a 100 percent refund to any
consumer who is not satisfied with a 30-day money back guarantee. Not all competitors
offer a refund. The all-natural product does not contain alcohol, aerosol, parabens,
phthalates, formaldehyde, or synthetic fragrances. Something also not offered by
competitors. In addition, the product received the Good House Keeping Seal of
Approval, something other competitors do not have.
The company has recently introduced a new line of Poop-Pourri products including
disposable tote bags, t-shirts, and baby attire. The product has increased awareness
and has widespread distribution and availability because it is sold online. “PooPourri
came to Harmon Brothers with the objective of turning a poo product into a dinner-table
conversation across America and with now more than 31 million public views on Girls
Don’t Poop, PooPourri has propelled into a household name and most successful
product of its kind.” According to the theharmonbrothers.com. Although the product is
fairly new and perceived by many consumers as a modern product. The product is a
Poop-Pourri 11
fashion product affected by changing consumers. The price value relationship of the
product is high. In addition, there is still a lack of product awareness. *See chart on
page 10
The price matches the value of the product due to the effectives and satisfaction
reported by consumers. Users are satisfied based on the 4.7 star rating on
amazon.com.
C. Consumer Evaluation
*The following is based on information from simmon lifestyle research. The
obvious target market is young eco conscious females, who shop online. Since the
product has sold largely online, education levels tend to lean more toward collegeeducated females all over the world. Although, consumers are almost entirely from the
United States. There is some variation in education as well; it does vary from no college
to graduate school. Since the product is not seen as a necessity and is a little, more
expensive than the common bathroom necessities the education levels will be higher to
accommodate a higher income.
Poop-Pourri 12
*The following is based on personal analysis of consumer reviews and
testimonials on amazon.com and poopurri.com. The audience for the product must
have an open mind and broad sense of humor due to the vulgar nature of the
advertisements. There are varieties of creative names used for the different scents such
as, Trap a Crap, Ship Happened, and Royal Flush that require a certain humor. This
kind of humor may not appeal to everyone. Household will include mothers, teenagers,
and singles. *see below VALS based on research by Poop-Pourri
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Current consumers are females from mid 20s to early 50s, trying to break free of
embarrassing bathroom situations. The consumer must be aware of the social norms
associated with bathroom use. The consumer is a social media user and online
shopper, who is tech savvy. For example, the very first commercial, “Girls don’t poop,”
compared its amazon rating of a 4.7 out of 5 stars to the IPhone 5. The product helps
eliminate bathroom odor and allows the consumer to use the restroom without fear of
embarrassment anywhere, anytime. Consumers choose this product because they want
Poop-Pourri 14
to remain feminine in every aspect of life, and girls do not poop. Other consumers may
purchase the product as a gag gift. Millennial females, age 21 to 34, are the best
prospects for the brand because they are more likely to appreciate the unrefined toilet
humor and they are more prone to shop online. Females are the primary targets due to
the social norms set around woman and bathroom use. See below poopuri.com
audience demographic from alexa.com
D. Competitive analysis
Poop-Pourri’s indirect competition include other odor eliminating products
such as candle, toilet fresheners, and aerosols. Big name brands such as Febreeze,
Glade, Lysol, and arm and hammer all sell products to eliminate odor. These
products are household names and are relatively inexpensive. They have been
around for generations and are more widely used. These pose as an indirect
competition because many consumers already own the product. These products can
be purchased virtually anywhere and all major retail markets shelve these products.
These products do not call attention to bathroom odor so therefore they are less
embarrassing for consumers to purchase.
Poop-pourri’s direct completion includes all other brands that are marketed to
eliminate bathroom odor. Main competitors include, Fresh Drop, What Died in There
Poop-Pourri 15
and Odors Away. All of these products can be purchased in store at large retailers.
Although these brands are known widely known either.
Poop-pourri’s use of edgy and bold content is what sets it apart from other
competitors who continue to use boring and dull marketing strategies. Poop-Pourri’s
packaging is unique and playful. Poop-Pourri’s website content and social media. The
company’s success is due to how well they know their audience, ability to provide
comic relief to an uncomfortable product, and the unique creative logos and slogans.
III. Marketing Goals
The overall campaign goal is to help woman overcome public pooping anxiety by
emphasizing the fact that everyone poops. This can be done with funny and taboo toilet
humor, which will in return increase brand visibility and awareness. As well as, decrease
consumer embarrassment to purchase the product, a major weakness revealed during
the S.W.O.T analysis. The main marketing goal is to raise visibility by 15 percent.
Increase number of retailers in North Texas and surrounding areas by 500. This will
help educate consumers about the product, the environmental stance, and increase the
offline retail opportunities as well as online. Sales should increase by 10 percent. The
website traffic shall increase by 7 percent. Social media should increase by 5 percent in
number of followers and likes. Sales promotion, outdoor advertising, Indoor advertising,
print advertising, and online advertising is the tactics used in the Everybody Poops
Campaign
Poop-Pourri 16
IV. Budget
Poop-Pourri grossed over 30 million dollars in sales last year, according to
CNBC.com. Since then the company has even had advertisement placed during the
Super Bowl. The company is currently hiring new team members and expanded their
marketing and advertising departments. However, viral internet marketing seems to be
working great for the company. This is great cost effective advertisement alternative to
pricey television commercials. Therefore, this technique will continue to be used in this
campaign. The best advertisement, “Girls Don’t Poo,” a viral You Tube video written and
directed by Ackermania Creative, generated a 13 percent increase in website traffic.
This advertisement tripled the company profits and received 14 million views in two
years. Ackermania Creative is the recommended media company to hire for future
videos. The Poop-Pourri marketing and communications team is recommended to
create the social media content and online advertisements.
Media budget
webSocial
Outdoor
5% 6%
5%
Indoor
26%
Print
58%
Social
Outdoor
Indoor
Print
web
Poop-Pourri 17
V.
Advertising Recommendations
A. Target Market
All advertisements shall be directed to all woman between the ages of 20 and 50.
Some of the targets may be present users or new users. Other present users may be
reminded about new products. Nielsen’s 2015 global survey of e-commerce revealed
that millennials, aged 18 to 34, comprise more than half of the online shopping market.
The study also revealed that 57 percent of this group shop online for personal care
products. 84 percent of these purchasers will use a laptop, 27 percent will use a mobile
device, and 26 percent will use a tablet. The advertising is directed to woman between
the ages of 20 and 50 years old. This category is broad but that is okay because the
advertising goal is to raise visibility and brand awareness. All household will be targeted
because there is a high probability of this age range and gender being present.
Campaign objective: The focus of the advertisement is to associate Poop-Pourri with
restroom use.
Advertising Communication objectives
The advertisements will need to communicate bold humor in a classy
sophisticated way that is memorable. The advertisements will also need to
communicate the necessity for the product. As well, as communicate that everyone
poops and it is okay to talk about it.
The problem statement
Key fact: The product is still new to the market, not seen as a necessity, lacks
consumer awareness, and is seen as an embarrassing purchase by some consumers.
Poop-Pourri 18
There is an offline market for the product not reached due to lack of retailers. Stinky
public bathrooms are bad for business.
Primary market problem advertising can solve: Increase consumer awareness
by advertising offline as well as online. This will help get the product into more retailers.
Increased advertisements will generate more product awareness and acceptance of
products purpose, thus generating more sales and brand visibility.
Advertising to businesses can create a new market as well because stinky
bathrooms are bad for businesses and lower customer experience.
Increased advertising can help influence the need for the product and that it is okay
to purchase it. The problem is poop stinks and other odor eliminating products do not
work. Many woman do not feel comfortable pooping in certain situations or certain
places. This product can eliminate the fear of pooping and it stinking.
B. The Creative Strategy
The product is a bathroom odor eliminator. The advertising is designed to sell a
poop perfume made from all natural ingredients. This is an overall unusual product
because it is all natural and it is one of the first of its kinds. *see product evaluation for
product information. Everybody poops and it is time to stop the stink is the key theme.
The fact is that everyone poops and sometimes it stinks no matter who you are.
Consumers will be reminded of this through humors advertising because the topic is
uncomfortable and embarrassing so it will play on that to make women feel more
comfortable to purchase it. This is not a serious product so there is no need to be
serious. Poop-Pourri can be seen as a gag gift by some so the fact that it is real is a
problem and that will be reinforced through outdoor, indoor and print advertising.
Poop-Pourri 19
The prospects are everyday women because all women use the restroom. Making
the advertisement funny can help them relate. Also by using simple advertisements
without the vulgar toilet talk, that are still funny, a wider variety of women can be
reached. Woman like pretty, girly, and things that smell good. They do not want boring
and serious.
Competitors use unappealing packaging and serious advertisements, which does
not appeal to the target market, which is why Poop-Pourri has been so successful.
Competitors packaging communicate using the bathroom and heavy duty cleaner.
There is no humor or consumer relatable communication. *see below other product
packaging
C. Advertising Plan
The campaign will use the same creative theme as past advertisements because
this has been extremely successful. The advertising campaign will use a mix of social
media marketing, outdoor advertisements, print, and indoor advertisement to increase
awareness, retail placement, and visibility.
Digital media marketing this type of advertisement is an inexpensive, quick,
targeted, and measurable interactive medium. This will help promote sells, promotions,
Poop-Pourri 20
and the brand. Advertising through social media and the internet is a great advertising
tool with many options and provides sight, sound and motion.
. Social media marketing is a growing and expanding advertising medium used by
virtually all companies. Facebook is a popular networking cite that allows people to stay
up to date with friends, family, and their interests. By following or liking a page, the
newest updates are visible in a user’s newsfeed. Through the companies, Facebook
page Angelo’s can reach a niche market and create awareness.
VI. Media and Advertisements
Social media advertisements will be posted periodically. It is also recommended
stay current on social media. By following or liking a page, the newest updates are
visible in a user’s newsfeed. Through the companies, Facebook page Poop-Pourri can
reach a niche market and create awareness. Social media plan includes funny
messages and posts. Weekly posts about the company’s specials, promotions, or
events, etc.*See below a breakdown of hashtags
Poop-Pourri 21
This advertising campaign will use a series of new hashtags on social media
#everybodypoops #shithappenssometimes #dontstinkitup #stopthestink. This well help
create awareness.
Print advertisements in Cosmopolitan, Better Homes and Garden and People
Magazine. These magazines have a great reach with women being the niche market.
Print ads in these magazines were chosen because they reach a higher level income of
residents and should appeal to woman. Starting in May, the ads will run monthly in
Cosmopolitan and Better Homes and Garden for six months. They will run weekly in
People magazine. All ads will be simple and elegant. They will feature the Scottish
woman. The ads will be full page ads to supply all necessary information.
Out of home advertisement includes an eight-sheet poster or junior Poster, often
purchased by small businesses, provide great reach and frequency at a modest cost.
This will help build brand awareness and serve as a reminder message for the brand.
This type of billboard offers a lower CPM than traditional billboards, making it a great
choice for businesses with low budgets. The Eight-sheet poster will measure 5 feet by
11 feet, and will be located on major highways throughout north Texas, since the goal is
to increase retailers in north Texas and surrounding areas by 500. The poster will
feature the slogan “Everybody Poops,” Poop-Pourri’s name and website.
Indoor advertising includes restroom ads, which will be placed in the top 20 malls
in and around north Texas for 6 months. They size will be 17" W x 22" H, 17" W x 33" H
or 16" W x 20" H since that is the requirement.
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Sales and promotions will help increase awareness among target market from 5
percent to 15 percent in 6 months. Sales and promotions can aid in short incentives as
well.
Two You Tube ads will be shared on You Tube and various social media sites.
The videos will star an ordinary college student singing about poop. At the end the
commercial tells viewers to upload there own video about how Poop-Pourri helps them
for a chance to win free Poop-Pourri for a year.
VII. Recommendations
Poop-Pourri should continue making viral videos and selling the product online.
Poop-Pourri is considered a major marketing success story and should continue with
the same creative theme. The campaign suggest taking the same concepts and
expanding the advertisements into the print, indoor, and outdoor to increase retail sale
and profit.
Poop-Pourri 23
VIII. References:
http://www.prnewswire.com/news-releases/poopourri-unveils-new-packaging-at-wintergift-shows-announces-limited-time-show-specials-300015831.html
http://www.poopourri.com/
http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri-madesplash-social-media
http://katherineaphillips.com/wp-content/uploads/2014/10/Marketing-Strategy-ProposalPresentation.pdf
http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri-madesplash-social-media
https://expresswriters.com/a-tale-of-marketing-storytelling-poo-pourri/
http://www.prnewswire.com/news-releases/poopourri-teams-up-with-uptown-funk-videodirector-cameron-duddy-and-choreographer-sara-von-gillern-to-launch-cheeky-newmusic-video-imagine-where-you-can-go-300170213.html
http://www.slideshare.net/LizaPerez4/poopourri
http://www.slideshare.net/AlexandraSuazo/bic-poo-pourrisuazoslideshare