S Q U AT T Y P O T T Y :

A S S E S S I N G D I G I TA L
MARKETING CAMPAIGN

GROUP -2
AY U S H | V I V E K | VA R I J A | T O S H A R
I N D R A S H I S H | S U YA S H | S H I VA M | R I S H I
5 C Framework Company
• Started in 2011,
remedy for
as a home
constipation-a
foot stool.
Customers
The major customers The company was founded as a
were people who had cure to the founder’s parents
gastrointestinal issue hemorrhoid. Basically the
or wanted a preventive invention happened to fulfill
remedy. 70-80% were a certain need.
women household
purchasers. Competitor
The major competitor of
Squatty Potty was
prescription drugs and
medical equipment
There were several industry. No specific
Collaborator
collaborators company were there
1. The social media direct competitor.
influencers who made
videos and blogs
Context
It had been estimated
about it. that 19% of adults
2. Several Radio and TV
and 29% of children.
shows which broadcasted
it to its million of
A $1.3 billion market
viewers in US alone.
3. E-commerce websites
like Amazon through
Decision and Alternative Checklist

Decision: Assessing Digital Marketing Campaign

Alternative:

• To analyze and come up with better promotional

ideas
• Target different customer segment
• Better Selection of Digital Marketing Avenue

Framework to Use : AIDA

AIDA FRAMEWORK
AWARENESS
Squatty Potty needed to
aware the potential
customers about the
products through
influencers and TV shows
like The Dr. Oz Shows.
ACTION
Once the interest has 4
been generated,
further campaigns
about the products
need to rolled out to
generate more sales
and direct traffic
towards the website,
and get into retail
chains
INTEREST
Once the customers were
aware about the products
and which peaked their
interest they went on the
site to check about it
1 more. The average hits on
website grew for 30 per
day to 15000 after 1st
blog post.
2
DESIRE
The interest
generated the desire
to purchase the
product as 2% of the
3 15000 visit converted
in sales of worth
$28000
RECOMMENDATION ACTION
Session per User 1.1
Purchase per user on Website 1.942% • Least cost per Squatty Potty.com
Paid Views/$ amount spent 28.95 Checkout were customers who were
Max Revenue/User (Day 287) $33.04 interested in Yoga and were males or
ROAS 6.75 Male fans of Howard Stern Show.

$ 26,744.55 Avg. Revenues with no promotions

• Get wider segmentation of the
$ 45,244.92 Avg. Revenues with promotions

$ 6,473.63 Avg Spend

customers. Male customers have better
$ 38,771.30 Buffer
result rate than females in some cases.

• Creative Digital Media Marketing

Average Purchase No. of Units
campaigns in order to retain and
Quatty Potty 234 generate more user base for the
Amazon SC 454 products.
Amazon VC 1,017
 ACTION PLAN
• Since the issue of gastrointestinal problems is very sensitive
there can be backlash from the customers if the campaigns offend
them in anyway.
• Not correctly assessing the customer base can have reduced sales
of the products.
• Choosing correct venue of retail in order push more products at
a low cost per customer is also important.
• Diversifying the target segment and not limiting to just
females. Look alike audience has also shown purchase
credibility.
• View to share ratio, as observed, was higher for YouTube than
that of Facebook and since the product leveraged a lot from
earned media promotions, more promotional budget should be put
on YouTube.