How We Use Social Media to Inform Branding Decisions
We named it Schitty’s Co. because it was an ironic spin on a new kind of toilet cleaner
We started with toilets because A. those products contain some of the most hazardous chemicals of all household cleaning products and B. I was frustrated that I couldn’t find a non-plastic receptacle for toilet cleaners. I figured, if it would be useful for me then it must be useful for others.
The initial name was Schitty’s to be an inside joke.
Being media people, we took an empirical approach to testing the market while building the product
Schitty’s Co. launched on Instagram as a test. We just started throwing stuff on the wall to see what sticks. We wanted to see what types of content and voice hits and what doesn’t. This helped guide who the audience would ultimately be and how to speak to them. We also understood the value of being a part of the community vs. “brand speaking at consumer” knowing that doesn’t perform.
Schitty didn’t perform so well on Instagram
Schitty as a graphic is fine, but didn’t make a ton of sense as it relates to the core of the brand and was “too much of an inside joke”. Sure, we thought it was funny. Everyone we introduced him to thought it was funny. But to translate that insider to people as the first interface with our brand was a tall order.
It’s interesting to note that him as an image icon for Instagram prohibited us from translating “what we’re about” to people as they evaluate if they wanted to follow or not.
We realized we were evolving the act of cleaning as a whole, not just the toilet
You can use these ingredients to clean just about anything. It’s not rocket science. Schitty was meant for the toilet where we were getting feedback like “can you use it for your sink?” or “I can use it for my shower.” This led us to the holistic bathroom idea. Meaning you can use it to clean your tub, sink and toilet.
For those who want to get the last few Schitty’s get them quickly! We’re rolling out the new packaging soon and think you’re going to really dig it.
