Squatty Potty: Assessing

Digital Marketing
Campaign Data

Group 4
•Varun Raina (PGP18087)
•Abhinav Anand (PGP18092)
•Abhishek Bhattacharjee (PGP18093)
•Aditya Sharma (PGP18094)
•Bikash Prajapat (PGP18111)
•Rachit Govila (PGP18131)
•Subham Sekhar (PGP18153)
•Vidit Dayani (PGP18255)
This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00
 5C ANALYSIS
CUSTOMER
• In US 19% adults and 29% children
• Purchase typically driven by
COMPANY women mainly mothers accounting
• Started in 2015 for 70-80% of all household
• 4 Partners, Bobby Edwards, his purchases
parents & Lori Greiner
• Product – A foot stool that made
going to the bathroom more
ergonomic

COLLABORATORS
• YouTube and social media influencers on
CONTEXT Facebook, satellite television and radio
• Viral online video was becoming a core promotional programs like – The Dr. Oz Show, The
tool for company – provide high brand exposure and Howard Stern Show
high level of engagement
• Edward wanted to quantify returns for promotional COMPETITORS
events both financially and non financially • Consumer goods wellness and nutritional
products
This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00 • Nothing mentioned about customers in case
 Problem & Alternatives
Decision Problem
• Assessing the returns of the promotional expenditure & improving the future
promotions based on the campaign’s results for the coming year

Alternatives
• Maintain the status quo – produce more of such videos
• Preparing educational videos where product is recommended by health professionals
• Allocating funds towards inbound marketing techniques like display and search ads

Framework to evaluate alternatives

• Return on Investment
• Conversion rate
• Views/Reach
This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00
 Evaluation of Alternatives
Return on 
  Investment  Conversion rate Views/Reach

Maintain the status quo – produce  High High High

more of such videos

Preparing educational videos where 
product is recommended by health  High Medium Low
professionals

Allocating funds towards inbound 
marketing techniques like display  Medium Low Medium
and search ads
This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00
 Recommended Action
• Returns of Promotional Expenditure:
• Total Revenues from Video:  $ 20,000,633.92 
• Total Cogs (Video):  $ 7,000,221.87 
• Video Production Cost: $ 250,000.00
• Video Promotion Cost: $ 2,964,921.17
• ROI: 304.38%

• Based on the impressions data from Facebook Targeting, only 45.4% of the total
impressions were targeted to females, whereas the checkouts on the website were
only 39.47% from females
• This is contradictory to the belief that women are a major segment. Hence, we
need to realign the digital marketing efforts
This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00
 Action Plan to Handle Negatives

• Other alternatives like search & display ads can be explored in addition
to the current campaign
• An inbound marketing page can be created for gastro-intestinal ailments
where some professionals provide with some lifestyle and health related
consulting and recommend some healthy products and services

This study source was downloaded by 100000844610649 from CourseHero.com on 04-27-2022 06:30:08 GMT -05:00
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