I was introduced to Poo-Pourri years ago, and always thought that it was a pretty funny but intelligent concept. After researching companies that “did social media right“, I was surprised to find this company up top on the list. I was instantly intrigued and decided to further research. I found myself laughing so hard at the video below that I instantly decided to throw a curve ball and examine their online presence and how it affects their company.
Poo-Pourri is a fragrance company based in Dallas, TX that sells an essential oils blend that you spray into the toilet before you go creating a film on the water locking in your “Stank”… Exactly what it sounds like. In 2007, after 9 months of trials, Suzy Batiz and her husband Hector started manufacturing her natural alternative deodorizing product that was the foundation of today’s $300 million company.
Prior to the release of the Girls Don’t Poop advertisement above starring Bethany Woodruff , they mainly advertised by word of mouth. This is how I came across the product. It was featured in many small Louisiana boutiques (pootiques as the company calls them) and became really popular quickly. The Girls Don’t Poop video targeted mainly women, and quickly went viral. It was the beginning of their journey mastering humor to market their product!
In her short bio, Suzy Batiz states,”All around us, people are increasingly breaking free from conformity and convention, yet we still allow silly taboos like bathroom odor to hold us back. Poo~Pourri changes that. Poo~Pourri shows how one effortless shift in your routine and mindset can create a positive transformation. Poo~Pourri liberates you from toxic thoughts and ingredients, and inspires you to confidently own your throne! Besides, you’ve got more important crap to worry about!” She also did a pretty interesting interview with Dallas News, that is definitely worth the read. It gives insight to how she broke the ice with humor and decided that social media was most effective.
SOCIAL MEDIA PRESENCE
The Poo-Pourri company does a phenomenal job marketing themselves. Their photos and graphic designs alone are above most other companies. All of their platforms have a light, clean, and effective presence. The company utilizes Youtube, Instagram, Twitter, Website, Blog, and Pinterest. They all have consistent color schemes and fonts while utilizing Bethany and her classic blue dress to market. Poo-pourri certainly lets their presence be known and somehow avoids the obnoxious over-posting.
ANALYSIS AND EVALUATION
When opening this particular company’s webpage the firs thing that you see is the following video.
After you get a good laugh in and scroll down. There is immediately a visually appealing banner that gives you the option to order now. I think that is a great touch, because it gets straight to the point. This is probably why most viewers would be visiting this webpage and it erases the chaos of having to figure out where to click to order. Below this banner, there is yet another simple but creative graphic demonstrating their stink-free guarantee. “Own your sh*t Spritz 3-5 sprays into the toilet bowl on the water’s surface. Proceed to #2 as usual. The natural essential oils create a barrier—trapping odor under the surface.” This is the phrase captioning their graphic followed by another order now button. Next, you have the option to shop scents and add them to your cart, followed by their best sellers, and gift sets available. I absolute love that I haven’t had to leave this main page once to do any of these things. You also have the option to subscribe and save on 3 different packages. Coming to the end, in all caps you see “LET’S TALK CRAP” #poopourri followed by a toilet paper roll with links to all of their social media accounts on each square. This was my favorite part.
I think they do a great job with puns, have a visually satisfying approach and provide all information necessary to advertise their product in a fun and rewarding way. The bottom of their page gives many other options including shopping tabs, help tabs, legal, and how it works which includes tons of cool links including their blog.
The Throne Diaries is surprisingly a pretty neat blog. As usual their graphic team does a phenomenal job. You have the option of clicking on 5 different sections of the blog. Bathroom 2.0 is where they post beautiful bathrooms that they compare to their advertised scents, give tips on other uses, and also provide DIY crafts (with bathroom products) and tips for bathrooms. Give a crap is the section that the company shares the charity work that they have completed or are in the process of aiding. You have options to donate on their website to help the company complete their great objectives such as donating toilets, educating children, and natural disaster relief to name a few. It’s Only Natural is where blog posts regarding your health especially your health pertaining to poop. This is where you will find their most recent posts and tons of interesting articles! Under the Lid is where they introduce their pootique of the week and various members of staff. It is nice to put a face to the beautiful graphics and funny writing that this company puts out there! Uninhibited Fun is filled with clever articles, news regarding the company, and words of wisdom. I think that the blog is a great addition to their webpage. There isn’t a way to comment on the posts so there’s no interaction between the company and audience, but you do have the option to share their posts.
On Twitter, you immediately see a creative banner staring Bethany holding all of the different scents of poopourri and a graphic quote saying, “Spritz before you go and no one else will ever know”. The twitter page has 9,648 tweets, follows 2,146 followers, 15.8K followers, 22.1K likes, and 1 list. Most of their posts contain photos and videos. They retweet fan’s tweets, and reply to those who tweet them directly. Poopouri does a great job with post frequency and content, but they don’t seem to get much fan interaction despite having a decent number of followers.
This is the video that plays in the company’s Facebook banner. Here you will find the same content as twitter for the most part. There are clever jokes, solutions to stinky problems using their product, art, and advertisement. They do such a great job using these platforms. On facebook, there is so much more fan interactions. Each post has hundreds to thousands of likes, comments and shares with tens of thousands of views. This, to me is amazing for a bathroom spray. The facebook page has 230K likes and 227K follows.
On Instagram, the company has 1,955 posts with 17.3K follower while following 1,257. Majority of the posts here were also featured on twitter, facebook, or both. Most posts are pretty artsy using herbs, flowers and other natural products that the company features in their products. Here, they don’t receive as much interaction with their audience, but still seem to get around 100 likes consistantly with only a few comments.
At first, I thought pinterest was an odd tool for this company, but changed my mind after looking at their boards. Their marketing is tied into all of their boards. They have 2,628 pins with 3,010 people that follow their account while they follow 765 others.
This is where their marketing magic happens. As I mentioned above, their marketing began here on youtube and is still just as effective… and hilarious.
Their most recent video above got 252 comments, 2K likes and 122 dislikes. In the world of youtube, you may think well that’s not super impressive, but it was viewed 5,493,069 times. For a toilet spray that is beyond impressive. The poo-pourri channel has 89,517 subscribers. Each video reaches their audience and gets a good amount of audience interaction. They have learned what their audience likes and have done a great job marketing their product that way. This is the center for the rest of their social media platforms!
As A Whole:
I think that this company’s digital footprint speaks wonders. The have taken the fact that everyone goes to the restroom and made it work for them. They have mastered the use of humor throughout their brand. I have never seen advertisements anywhere other than online. This in itself lends credibility to the company’s ability to utilize these platforms. Poo-pourri does a commendable job on staying true to their branding strategies. I have said it before, but the fact that a company whose product is simply a new take on bathroom sprays can market as effectively through social media as they have is extremely impressive.
COMMENDATIONS AND RECOMMENDATIONS:
I think this company is doing everything so well. They put themselves out there on every recognizable platform. They do a tremendous job with every detail: the layouts of their multiple platforms, incorporating ingredients into their imagery, use of puns, writing, humor, consistent color schemes. The list goes on. My only recommendation would be that they try to engage with their audience more. While having such a good understanding of their audience demographic and what it is they desire from the company, I don’t think that there is enough interaction on some of their platforms. In order to improve this I feel that they should maybe do give-aways or engage them by asking questions. I also think that use of a celebrity to join Bethany would be an interesting twist! This would encourage comments and possibly share-ability bringing in a larger audience. Overall I have to say Poo-Pourri is doing a great job with their use of social media and making an impressive digital footprint!
All of my references are linked throughout the blog. I received most information through the Poo-Pourri website itself!