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In this newsletter, you’ll find: 👇
Brand Breakdown Part 4: Who Gives a Crap 🧻 (Blog & Social)
Today, we’re breaking down their blog and social media—two places where this brand’s cheeky personality truly shines.
Here’s our poo two cents! 👇
Read till the end to access exclusive DTC swag. 😎
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Who Gives a Crap’s blog has a ton of fun, creative, and educational posts. Also, the name of the blog is “Talking Crap.” Brilliant.
While it’s clear their team has taken the time to put together a robust library of content, we feel it isn’t being distributed or featured across the site as well as it could be.
Here are some ways they can better utilize existing content to enhance their customer experience!
1️⃣ Feature the blog more strategically
Currently, the only way to see Who Gives a Crap’s articles is by going to their blog, either via the top nav or footer on the website.
However, we think there’s an opportunity to feature selected blog posts directly on their homepage, especially those focused on answering product-related questions or increasing conversions, like:
Another DTC brand, Vessi, does this well on their homepage site:
They could also highlight blog posts on PDPs that answer questions about that product. For example, What is recycled toilet paper? is a good post to include on the Recycled Toilet Paper shop page.
Another tip: We would test changing the name on the site nav from “Blog” to “Talking Crap.” It’s a cheeky, provocative name that’s likely to get more clicks!
2️⃣ More product-centric content
Who Gives a Crap covers everything from sustainability to social issues, craft projects, toilet paper debates, and even curating playlists for your unique poo (yes, really).
The variety of content here is incredible, but we think there’s an opportunity to use the blog more strategically to address common questions or concerns about their products.
🙋 One tried and true method is to turn FAQs into standalone blog posts.
For example, they already have an FAQ response (complete with an infographic, no less!) on choosing between recycled and bamboo toilet paper.
However, you can only find this content by navigating through their FAQs.
Instead, we’d suggest converting FAQs like this into forward-facing blog posts.
When shared with shoppers further up the funnel, these posts can help reduce friction and improve conversion rates! 🚀
3️⃣ Consider a search bar
There currently isn’t search functionality on Who Give’s a Crap’s site. However, data shows that among eCommerce shoppers:
Including a search bar on their site could be another opportunity to get more views on their blog posts.
For example, if someone searches for “recycled toilet paper” they’ll see the shop page for this product, as well as any blog posts on the topic.
💡 Further observations and suggestions
The first step in having a great blog is great content. The second step is getting that content in front of as many people as possible.
If Who Gives a Crap can do the latter, their blog will surely become a positive asset for brand loyalty, customer education, and ultimately their bottom line 🍑.
This just in: Hyper growth secrets
What’s a “hyper growth" brand? 🤔
According to RetentionX, hyper growth brands perform in the top 25% – often reaching $2M in revenue in their first six months as a business.
That's seriously impressive, considering today’s increasingly competitive eComm environment. Acquisition channels are crowded. Competitors saturate the markets with deals and discounts. Inboxes are literally overflowing. 😱
So what are these hyper-growth brands doing to stand out? What are their secrets to success? What benchmarks are they setting for the rest of us?
RetentionX is answering all those questions and more in their 2022 D2C Benchmarks Hyper Growth Report, based on the analysis of 500+ brands, $13B transactions, and 43M customers.
In this report, you can see where you fall within the D2C competitive landscape based on nine industry benchmarks – and exactly where you can improve to reach new heights.
👉 Get the RetentionX 2022 Hyper Growth Report here.
Now, let’s jump into social media
Most of Who Gives a Crap’s social media presence is on Instagram and Facebook.
Overall, they have a great balance of posts that promote engagement and cover a wide range of categories. Here are some stand-outs! 👇
Product highlights: Showing their TP in gift form is perfect for the holiday season!
Engagement-focused (question/answer): This one is too juicy not to engage with (and relevant to the brand). 🚽
UGC: Showcasing their product in real life to give everyone bathroom and TP envy.
Brand and mission: Educating consumers on why their product matters is a brilliant way to create brand loyalty and affinity.
Cultural relevance/humor: Excellent post to get some laughs and show off their product suite. (Bonus points for tagging a celebrity, just in case Harry decided to share with his modest 41M followers 🤯).
Facebook: For the most part, Who Gives a Crap repurposes similar content across FB and IG.
However, we have to applaud them for actually taking the time to modify their creative to optimize for each channel!
For example, instead of reposting the same square Harry Styles carousel from IG, they modified the image to fit FB feeds better:
💡 Further observations and suggestions
Who Gives a Crap does a great job of posting an engaging, balanced suite of social content that highlights their products, mission, and personality—all while staying culturally relevant and true to their brand.
Here are a few suggestions for the future:
We’ll be back next weekend with a NEW brand to break down. See ya then!
Trivia time! 🤓
What do KIND Snacks, Ancestral Supplements, and Yankee Candle have in common?
Massive subscription program success.
💥 We’re talkin’ 10x subs revenue, over 300% growth in recurring revenue, 90% subs retention, 24% boost in AOV, and much more.
So, whether you’ve been struggling to get your subscription program started or have been disappointed with your results…
Getting an insider look into the tactics used by these brands may be exactly what you need.
Check out Ordergroove’s guide, How Leading eCommerce Brands Unlock Subscription Success, for a detailed look at exactly how these brands (and more) built and grew their subscription programs!
👉Your own subscription success story starts here.
🍌 Soonish: Are you gluten-free but love a good beer on a Friday afternoon? Soonish says it’s 5 o’clock somewhere with their beers made from bananas (yes bananas), honey, and ancient grains.
👁 MTHK: Here’s a trick question for you… Are you spending too much time looking at screens? Yes, the answer is always yes. Check out MTHK’s multivitamins and eye-sprays for tired eyes.
🥟 Fly by Jing: Whether your dumplings are homemade or from the frozen section of Trader Joe’s, they could use a little something extra. Fly by Jing has created Sichuan sauces and spices to level up your dumpling game.
💗 Changing the World's Pleasure Baseline with Jen Batchelor CEO and Founder of Kin Euphorics.
🍪 How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse.
🍫 Muddy Bites CEO Jarod Steffes on Growing 1000% YOY By Delivering Delight and Mastering Memes.
🍽 The New Non-Profit Growth Model: Wellfare CEO Cole Riley on Food Security and $12 Million Economic Impact.
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DTC Newsletter is written by Thomas Schreiber, Kelsey Hess, and Rebecca Knight.
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