Objectives

Poo~Pourri, the original before-you-go toilet spray, takes pride in being a daring brand that also likes to have fun. In the fall of 2019, after receiving feedback from our customers and loyal influencer partners, we launched a chic, glitter-themed bottle perfect for the beauty fanatic. Following the success of that launch, which quickly sold out online and was picked up by Ulta, we decided to develop a full Glitter collection inclusive of three scents, Pink Citron, Cloud Berry and Sweet Violet. Our goal with debuting a full, three-piece Glitter collection was to break into a new market and encourage beauty-focused buyers to think of Poo-Pourri as the new, unexpected shelfie essential.

We planned to launch Glitter with an appropriately named campaign – POOP, but make it fashion! Yes, we went there… and introduced our new, over-the-top (in all the right ways), stigma-fighting beauty essential to the masses.

Strategy and Execution

For Glitter, which hit stores in early February, we sought to make the most impactful splash, literally. NYFW has the reputation of being a polarizing week filled with excitement and stress, and we wanted to be one of those moments that brings joy to the city.

We doubled down with an integrated campaign spanning traditional, PR, digital and sponsorships, to support Glitter campaign.We conciously centered this campaign around  “POOP, but make it fashion” in all capital letters and large font to catch attention of the consumer. 

Traditional Marketing Tactics:

• We executed a billboard in Times Square
• Implemented a taxi topper campaign 
• We bought print ads in the top fashion magazines.

Sponsorship/PR tactic:

• Back of house beauty sponsorships with four designers during NYFW: Claudia Li, Chromat, Collina Strada, and Jonathan Simkhai
  • Sponsorship included bathroom takeovers, backstage presence of product in the hair and makeup areas, and VIP/Talent gifting
  • Created custom totes that read “I can honestly say my s*** don’t stink” that were gifted to show vips and models. 

Digital Support:

• Targeted emails to 900K email subscribers
• Curated landing page on our website to inform and educate our consumer on the Glitter Collection
• Our social team also kept a social diary so our faithful Poo-fans could follow along on our journey

Results

The Glitter campaign has garnered over 250 million impression to date. We have received hundreds of engagements and tags on social media, and even an epic capture of our taxi topper from Kendall Jenner through her Instagram stories.

The designers and models were seen carrying the cheeky totes around the city and we were included in New York Magazine: The Cut’s 9 Amazing Fashion Week Moments.

The Glitter campaign successfully targeted a new audience while re-engaging our loyal customers with creative content, resulting in the brand re-stocking product online and in stores.

We will continue to grow and build on this love for the Glitter Collection with ongoing integrated marketing efforts this year.

Media