What Charmin Teaches Us About Engagement - Social Media Explorer
What Charmin Teaches Us About Engagement
What Charmin Teaches Us About Engagement

How many of you are passionate about your toilet paper? I ask that when I speak about content marketing and very few hands fly up in the air. It’s a nice lead-in to talk about Charmin and how it engages consumers on social media channels.

Frankly, Charmin is so funny and engaging on both Twitter and Facebook, that I … wait for it … just want to squeeze them. (If you’re under 35, Google, “Mr. Whipple.”) Whether it’s silly participation in someone else’s hashtag:

Charmin tweet

Or driving it’s own awesome one (#tweetfromtheseat):

Charmin awesome tweet

Or even engaging other brands in clever ways:

Charmin-Tide Tweet

Charmin’s Twitter presence is a never-ending roll of awesome. Its Facebook presence is similar, but logically more photo driven:

Charmin's Halloween Facebook Post

I would challenge anyone to scroll through Charmin’s social content on either channel and find more than one in 20 posts that seem to be selling Charmin. Like most large brands, Charmin understands that social marketing is as much about top-of-mind awareness and brand recognition than it is customer acquisition.

For Charmin, social marketing is about engagement. Not sales.

But there is an impact on sales. How do I know? I recently was put in a position to need to grocery shop with toilet paper on the list. What brand did I buy?

I bought the brand that I see in my stream every day that puts a smile on my face. It might take me 2-3 minutes to even name another toilet paper brand. (Granted, I’m not exactly a regular shopper for the product, but still.)

What Charmin teaches us is that engagement on social channels is absolutely worth while. Social marketing in this context is not about getting people to buy Charmin. That would be a direct response approach that would be awful in the social space.

Who wants to see tweets of, “Make sure you go out and buy some Charmin today!?

Social marketing in this context is about getting people to choose Charmin. Whenever it is they are faced with that choice.

Top of mind is worth millions of dollars to many brands. Social media engagement helps brands like Charmin get there.

What other brands do you think of on a regular basis because you see or hear about them in social channels? Which do you follow that put a smile on your face or more knowledge in your brain? There’s your case studies.

About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.
  • Lisa Macqueen

    Thank you Jason for a great article – my industry is also difficult to get engagement on, so your article is gold – it’s given me so many ideas!! Thank you…

  • Love this article! It’s further proof of the power of our humanity when marketing through social. Putting a smile on people’s faces goes a long way in helping bond your brand with them. It also makes the work of social marketing even more fun – double win.

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  • Amy Lane

    Good point, Jason. You don’t have to cram sales down potential customers throats. Most do not react well to it and will actually steer clear. Customers want to see that human side, the humor. Make them laugh and feel good.

  • Hi Jason. Great article! My favourite brand is Starbucks. I love how they humanize their social media presence by telling their stories. Especially, they created a separate Twitter account to share employees’ stories, called “Starbucks Partners.” It has shown their store events or daily work to highlight who they help or entertain their customers.

  • Rita Stadler

    Great article! It is so refreshing to find entertainment in unexpected places and people who can laugh at things we all experience but rarely talk about. I follow Charmin and a few other brands solely for inspiration. I’m going to look into Chobani after reading Laura’s comment – can you recommend any others?

  • Excellent case study, Jason. I often refer to Chobani. They do an excellent job showcasing photos of recipes that use their product. If their gorgeous photos of their food doesn’t make you want to buy it, nothing will. And, they’re really great about engagement and loyalty too. After mentioning them a time or two, a case of Chobani appeared on my doorstep! Pretty neat to see how they treat their customers.

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