Who Gives a Crap - Case Study

Summary

In a creative approach to launching Who Gives a Crap, co-founder Simon Griffiths live-streamed himself on the toilet to raise $50,000 for their first production run. Highlighting the social mission of donating 50% of profits to Water Aid, the campaign garnered significant media attention and social media engagement. Within just 50 hours, the funding goal was surpassed, raising an additional $16,000. This innovative strategy not only funded the brand's launch but also created a community of supporters, transforming a mundane product into a feel-good experience for contributors who received products with their names featured on the packaging.

Takeaways

• 😀 Who Gives A Crap is a toilet paper brand that donates 50% of its profits to charity.
• 😀 To launch the brand, they needed $50,000 to fund their first production run but had no marketing budget.
• 😀 The CEO, Simon Griffiths, live-streamed himself sitting on a toilet to raise funds and awareness for the brand.
• 😀 The campaign reached out to journalists and social media to spread the word about their mission and funding need.
• 😀 The campaign emphasized the global sanitation crisis, with 2.4 billion people lacking access to proper toilets.
• 😀 Half of the company's profits were pledged to WaterAid, a charity focused on improving sanitation and water access.
• 😀 The campaign raised the $50,000 target within 50 hours, and an extra $16,000 was added by the end.
• 😀 The campaign was named one of Indiegogo’s top five campaigns of 2012 and garnered global media attention.
• 😀 Social media played a huge role, with mentions on Facebook and Twitter reaching over 2.5 million people.
• 😀 Backers received toilet paper with their names on the packaging, creating a sense of contribution and involvement.

Q & A

What is the main product being discussed in the transcript?

The main product discussed is toilet paper, specifically from the brand 'Who Gives a Crap'.

What unique approach did the CEO use to raise funds for the product launch?

The CEO, Simon Griffiths, live-streamed himself sitting on a toilet to raise awareness and funds, stating he wouldn't leave until the target was met.

How much money was needed to fund the first production run?

The initial funding target was $50,000.

What percentage of profits does 'Who Gives a Crap' donate to charity?

'Who Gives a Crap' donates 50% of its profits to charity, specifically to organizations like Water Aid.

What issue is highlighted regarding sanitation in the transcript?

The transcript highlights that 2.4 billion people lack access to toilets, which is a solvable problem through better sanitation and education.

What was the outcome of the crowdfunding campaign?

The campaign met its $50,000 target within 50 hours and raised an additional $16,000 by the end.

What recognition did the campaign receive from Indiegogo?

The campaign was named one of Indiegogo's top five campaigns of 2012.

How did the campaign perform in terms of media coverage?

It gained global media coverage valued at approximately one million dollars and went viral on social media.

What benefits did contributors receive for supporting the campaign?

Contributors received products that made them feel good and had their names immortalized on the packaging.

What is the overall message conveyed in the transcript regarding launching a new product?

The transcript emphasizes the importance of creativity and community engagement in overcoming funding challenges for a new product launch.