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Everybody poops campaign It’s time to stop the stink Campaign 2016

Brianna Kessler Advertising Campaign

Mkt 4334-01MW 1:30, Spring 2016

Dr. Tom Smith April 20, 2016

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ContentsA. I. ...................................................................................................Executive Summary

............................................................................................................................ 3

B. II. ......................................................................................................Situation Analysis

............................................................................................................................ 4

A. Product History and Background........................5

B. Product Evaluation..............................................7C. Consumer Evaluation........................................11

D. Competitive analysis.........................................14

C. III. ........................................................................................................Marketing Goals

.......................................................................................................................... 15

D. IV. .........................................................................................................................Budget

.......................................................................................................................... 16

E. V. .............................................................................Advertising Recommendations

.......................................................................................................................... 17

Advertising Communication objectives............................................................................

F. VI. ....................................................................................Media and Advertisements

.......................................................................................................................... 20

G. VII. ..................................................................................................Recommendations

22

H. VIII. .............................................................................................................References:

23

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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.

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II. Situation Analysis S.W.O.T

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

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

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

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

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A. Product History and Background In 2006, Suzy Batiz, 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 Batiz’ 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. Batiz, 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, Batiz 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, Batiz 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

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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 73,833 people like

Twitter 6,504 tweets 1,797 following 14.1K followers 17.3K likes

Instagram 89 posts 9,493 followers 603 following

You Tube 58,419 subscribers 70,547,389 views 4 videos

Pinterest 29 boards 1.4k pins 14 likes 2.6 followers 641 following

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

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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 Batiz

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

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$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

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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

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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 college-

educated 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.

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*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

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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

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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

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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.

Social 6%Outdoor

5%

Indoor 26%

Print 58%

web 5%

Media budget

Social Outdoor Indoor Print web

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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.

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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.

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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,

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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

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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.

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VIII. References: http://www.prnewswire.com/news-releases/poopourri-unveils-new-packaging-at-winter-gift-shows-announces-limited-time-show-specials-300015831.html

http://www.poopourri.com/

http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri-made-splash-social-media

http://katherineaphillips.com/wp-content/uploads/2014/10/Marketing-Strategy-Proposal-Presentation.pdf

http://www.socialmediatoday.com/content/20-million-views-later-how-poopourri-made-splash-social-media

https://expresswriters.com/a-tale-of-marketing-storytelling-poo-pourri/

http://www.prnewswire.com/news-releases/poopourri-teams-up-with-uptown-funk-video-director-cameron-duddy-and-choreographer-sara-von-gillern-to-launch-cheeky-new-music-video-imagine-where-you-can-go-300170213.html

http://www.slideshare.net/LizaPerez4/poopourri

http://www.slideshare.net/AlexandraSuazo/bic-poo-pourrisuazoslideshare