The latest episode of the podcast was with Who Gives A Crap co-founder, Jehan Ratnatunga, highlighted the interesting way they have adapted marketing to better fit their company goals.
Who Gives A Crap is an Australian sanitation business begun in 2012, focusing on the ‘look good feel good do good’ values.
From starting with sustainably produced toilet paper, they have diversified into other products including Kitchen towel, tissues, garbage bags and doggy bags.
Who gives a Crap donates 50% of its profits to its mission to ‘do good’ for the 2 million people in the world that don’t have safe and clean sanitation.
Ratnatunga pointed out how their journey to try and increase their business and its mission become significant to its marketing.
“How do we do it in a way that makes people notice that we are doing good. We believe that doing good is better for business and then we can impact doing more good,” he said on the podcast.
“Giving back to the community is important. We are one small part of peoples lives, but how they spend that money with us is to drive change in the world.
“The company has been testing many different marketing channels some where more traditional like tv and radio and some where more in the community, going to it on a grassroots level.”
Finding unique and funny ways to market their product but staying truthful to their mission is Who Gives A Crap’s key.
“Maybe we can fund to put solar panels on the warehouse, but setting it up so it says we give a crap on the roof,” he elaborated.
“That became one of our top posts over all of our channels.
“Another example is the last mile of the delivery is a big source of carbon, so we have transitioned to offset that last mile of carbon.
“We got electrical vehicles, and we could put ridiculous branding on our vehicles.
“These are perfect ways that we can do good, in a way that is bold and that markets the brand so we can do good in the future.”
This technique of marketing has shown huge success, Who Gives A Crap is now active in the UK, US, Europe and currently expanding into Canada.
Ratnatunga mentioned how this unique way of branding, using the feel-good factor to be the driving force, is something sport has in common.
“Our brand has a household family aspect to it, there is this same angle in feeder level community sport,” he added.
“Connection to sport is a community aspect that means so much to people, it’s similar to our goal of community around helping people.”
The feel good factor is prevalent in grassroots sport and this model is one that anyone in the industry should look to for a successful insight.
To support local clubs, help the community and maybe other through the broader love of football hits the same cords that this businesses missions does.
The opportunity is there, Who Gives A Crap have proven it.
listen to the full interview with Jehan Ratnatunga on episode five of Soccerscene’s Off the Pitch Podcast – available on all major podcasting apps.
