Case study | Who Gives A Crap

Who Gives a Crap is on a mission to disrupt the global toilet paper market, but without the budget to challenge the incumbent brands head-on, the team at Who Gives a Crap, alongside their media agency, The Specialist Works, wanted to test if applying behavioural science to their marketing campaigns would increase the impact from every pound they spent.  

"The Specialist Works is always looking for new ways to outsmart category leaders, turning entrepreneurial clients’ ambitions into success, we have really enjoyed working with Herdify to optimise our planning, strategy and implementation, with target-shattering locations, and the results speak for themselves."

Making “Who Gives a Crap” flush with success…  

Within twenty-four hours of uploading their first-party sales data to the Herdify Behavioural Segmentation Engine, BESeen™, a bespoke audience had been created that identified the locations where consumers had a higher propensity to buy products from Who Gives a Crap based on where the system had identified hotspots of offline social influence aiding product sales.  

With a simple download of the audience locations provided to their media agency, The Specialist Works (TSW), the TSW team was able to seamlessly include these behaviourally relevant locations into their integrated media plan, which spanned Out-Of-Home (OOH) advertising, Addressable TV, and door drops. 

From here, Craft Media, Who Gives a Crap’s communication consultancy, put a creative spin using the insights leveraging the power of precision and localisation.  

The test 

Who Gives a Crap was keen to measure any uplift. For the test, locations were chosen to receive a mix of media in places where the Herdify Behavioural Segmentation Engine, BESeen™, detected offline influence for the brand vs those places where it was not detected.  

The integrated campaign was then run over six weeks, with results being analysed twelve weeks later. 

The result

When combing Herdify’s behavioural segmentation to the existing planning data sets, the average uplift in new customer penetration was 3.4x higher for the areas targeted as part of the campaign where offline influence was detected, vs areas where no influence was detected, helping take Who Gives a Crap one step closer to making the world a better place. A fantastic success story that only came together through true collaboration and teamwork amongst all parties; Who Gives A Crap, The Specialist Works, Craft and Herdify.

What is Precision?

Statistics are judged to be more believable if they’re specific. The evidence for this comes from a 2006 study by Robert Schindler from Rutgers University and Richard Yalch from the University of Washington. They found that tweaking the numbers from a round number, i.e., 50% to 53%, was judged to be 10% more accurate. This tweak boosted perceived accuracy and credibility. Therefore, 1081 resonates with more than 1000’s.

What is Locality?

According to a study from Trinity Mirror, making your message local can boost resonance by 17%. Therefore, using “Putney” over “London” significantly impacts a message in Putney. 

"Craft believes in planning for notice not just reach, we always ask ourselves will someone notice this, not just 'see it', so working with Herdify on behalf of WGAC has been a game changer in enabling us to build out plans that double down on our beliefs and are backed by real customer data."

Herdify is a behavioural science-powered audience segmentation platform that media planners use to improve media targeting for both above-the-line and below-the-line channels. By tapping into humans’ offline social influence and herd mentality, you can increase brand awareness, reduce CPAs and increase LTV.  

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~ Ed Barter, Lead data scientist at Herdify

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