Social Media
- Gladys Ang
- Jul 29, 2018
- 2 min read
Toilet paper belongs in a category where one rarely notices the brand. We only notice the price. We usually get the cheapest one we can find (I do that) when we do our grocery shopping.
So, what does it take for a toilet paper company to be so Charmin(g); successfully pulling off social media stunts, campaigns and capturing the hearts of many thousands, with a #TweetFromTheSeat?
*Charmin is a toilet paper company, who is winning at social media.*
Here are 5 lessons we can learn from Charmin's charming social media strategy.
1. Tasteful Humor & Playfulness
Charmin is funny. Charmin makes toilet jokes, and they laugh at themselves. Brands who often use humor perform better than their competitors, and stand out from the crowd of other brands. This is especially important for a generic product like toilet paper. Charmin may have engaged in many cheeky banters, but they do it tastefully; well within limits, which appeals to the general public, which conveniently is also their target market.
Takeaway 1: #HumorSells but #TastefulHumor
2. Interaction with other brands
Charmin is known for their playful back-and-forth with other big brands in social media. Charmin once mentioned Metamucil, a fibre dietary supplement that aids digestion and advocates bathroom regularity, in a tweet. This simple post worked well, and benefited both companies.
Takeaway 2: #CreativeCollaborationWithTheRightBrands
3. Authenticity
Charmin choose to be authentic with who they are, and what they sell. There is no deceptive, or frilly advertising. This line of thinking led them to create their most viral, and relevant hashtag: #TweetFromTheSeat, which has remained popular throughout the years. This authenticity allows them to relate better to their target audience than any extravagant, inordinate, and unwarranted marketing campaigns that just doesn't relate.
Takeaway 3: #StayReal & #StayRelevant
4. Rapport with customer base
Charmin is an intently good listener. They are extremely interactive with their customer base, and over time they build solid rapport with their target audience. This provides them with the opportunity to understand what their customer base needs. Frequent interactions also allow them to be updated on the current trends, which they can ride on to find more commonalities and topics with their target market.
Takeaway 4: #InteractionDrivesEngagement
5. Content for various platforms
Behind these seemingly light-heart and playful posts, is a social media team working hard to generate and carefully craft content for different platforms. Charmin's playfulness is slightly subdued on Facebook, compared to Twitter. On YouTube and Vine, they post fun video as supplements to their various campaigns.
Takeaway 5: #DifferentJibesForDifferentVibes
Probably best explained by Lauren's Dressman, Charmin's communications manager, “We’ve been able to cultivate a very engaged audience because we’re constantly listening and watching our brand’s sentiment.” “We tweak it to strike the right balance depending on the platform.”
In real life, Charmin would be a popular people's person who is well-loved by all who knows him. We would be so charmed.
Sources:
https://www.socialmediatoday.com/content/how-charmin-became-sassiest-brand-twitter
https://digiday.com/marketing/inside-charmins-social-media-strategy/
https://blog.quickquu.com/charmin-perfected-use-comedy-social-media/
https://socialmediaexplorer.com/social-media-marketing/what-charmin-teaches-us-about-engagement/
Hey there! I am an undergraduate marketing student, I do not claim to have any great knowledge or foresight in this area, as I still have a great deal to learn. These posts are part of an assignment I am doing, and they solely reflect my personal opinions and thoughts. If you have any take on this, please do comment below to let me know! Thank you!
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