Who gives a crap.
I never thought I’d write a case study about toilet paper.
I mean, how interesting is it to market that? How creative can you get? Can you even build a D2C challenger brand off of that?
The answer is a big yes. Who Gives A Crap is making people give a crap about toilet paper; with £38.7m in revenue in 2023, that is a healthy eight figures.
Even more importantly, they are making an impact on that growth:
50% of all proceeds go towards helping build toilets and improving sanitation in the developing world. They believe in toilet paper that builds toilets.
So how are they doing it?
Together with Lola Hylander, we analysed their entire funnel to determine what they are doing well and what you can take away to flush your competitors down the loo (I couldn’t resist a few toilet jokes throughout).
You can have the best ads and landing page, but time and time again, I’ve seen brands still struggle because of this one thing:
You don’t have a clear reason why your customer should choose you
