Squatty Potty: Assessing Digital Marketing Campaign Data
(6 pages of text)
In October 2015, Squatty Potty’s chief executive officer (CEO) launched the first viral video campaign in the U.S. company’s history. In terms of cost, it represented the largest single marketing promotion ever for the company’s home remedy for constipation—a foot stool that made going to the bathroom more ergonomic. Further raising the stakes of his decision, the CEO’s three business partners had reservations and objections. The partners worried that an irreverent viral video could be expensive, ineffective, and even offensive to the target markets. For the good of the business, the strength of the partnership, and the efficacy of future marketing efforts, it was critical that the CEO be able to provide credible proof of the campaign’s efficacy. In addition, his ability to critically assess the strengths, weaknesses, and outcomes of the campaign would provide precious insight to shape future promotion campaigns, both online and offline.
This case is ideal for advanced undergraduate or graduate courses in business and marketing, such as marketing strategy, marketing analytics, entrepreneurship, and digital marketing. The accompanying student and instructor Excel files include key information for the case. After completion of this case, students will be able to
- perform financial analysis on marketing activities and tie those activities to sales;
- understand the creative and promotional process behind the making of a viral marketing video;
- develop a deeper understanding of earned, versus paid, social media strategies; and
- create actionable insights from marketing data.
United States, Small, 2015
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