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#TheScoopOnPoop –Ending Stigmas to Improve Health

We got real about regularity with SENOKOT® Natural Laxative to promote Canadians’ digestive health

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Here’s how we got Canadians to flush their poo taboos and drive sales for SENOKOT® Natural Laxative!

Strategic Objectives helped Senokot change the conversation about laxatives, and position them as an ally in achieving overall health and wellness.

Background

Healthy Poo, Healthy You

Senokot challenged Strategic Objectives to create a cheeky, integrated PR program to attract new users to the laxative category, and raise awareness for Senokot among Millennial consumers. Fueled by a mission to spread poo-sitivity, our campaign focused on regular issues Canadians face with regularity and championed the importance of digestive health in overall health and wellbeing.

The Challenge

Re-poo-sition the Social Conversation

Our key communication challenge was – How do you get people to talk about a subject nobody wants to talk about with any regularity?!

Objectives:

  • Position Senokot as an industry leader and authority on the importance of regularity in overall health and wellbeing
  • Increase awareness for Senokot and its product benefits to establish the brand as Canadians’ #1 choice for their #2s
  • Generate national exposure and positive branded coverage for Senokot across digital publications and social media

Photos by (in order of appearance):
@sashaexeter
@amal.amamou
@bijuleni

The Solution

Flush Canada’s Poo Taboos

To get to the bottom of why Canadians are so afraid to talk about their bathroom habits, we set out to explore Canada’s poo taboos and spark a national discussion about regularity, while promoting Senokot’s role in achieving a healthier you.

What We Did:

National Poo Taboo Survey

We conducted a national survey to discover the realities of Canada’s poo taboos, poo-haviours and what people talk about behind closed doors. Key findings include:

  • 52% of Canadians suffer from irregularity
  • 50% of Canadians agree that constipation affects their ability to live their best life
  • 57% of Millennials are afraid to use laxatives to help support their regularity (vs. 43% of the general population)
  • 32% of Canadians say they would rather do anything than talk about their poo
  • ….. and that 9% of Canadians would rather swim with sharks than talk about their poo!

Media, Blogger, and Influencer Relations

We distributed a news release and storytelling infographic, in English and French, to a targeted list of mainstream, social, and digital media, bloggers, and influencers with a robust media relations campaign conceived to educate consumers across Canada.

Campaign Spokesperson

To lend a credible and popular voice to our campaign, we partnered with social influencer, Amanda Muse, to lead our poo-sitivity crusade and present a “real-talk” approach to empowering Canadians to celebrate their #2s. Amanda started candid conversations about regularity and challenged her fans and followers to end the poo taboo in podcasts and online.

#TheScoopOnPoop Influencer Partnerships

To further spread our important news on the regular, we also collaborated with prominent lifestyle influencers to generate authentic third-party endorsements for Senokot. Their candid, unfiltered and unapologetic social media posts on regularity realities helped shift the conversation by encouraging Millennials to celebrate their #2 as key to overall health and wellbeing.

Photos by (in order of appearance):
@biancavenerayan
@sheridaningalls
@j.vangaalen

The Result

Success is our #1

Our disruptive, poo-forward campaign hit the mark and exceeded measurable objectives. Our bold, purpose-led communications secured 100% positive, branded coverage for Senokot, broke down social barriers, and gave Canadians permission to talk about, and celebrate their #2s.

  • IABC/Toronto Ovation Award of Excellence, Promotional Writing, 2020
  • IABC/Toronto Ovation Award of Merit, Media Relations, 2020
  • Sales Increase

10.7M+

Media Impressions

100+

Mainstream and Social Media Articles/Posts

We’re good at bathroom-related PR, please check out our Cashmere Collection for the height of BT Couture. We specialize in creating original, thought-provoking, news-making campaigns that cut through the clutter and make positive news for our clients. Would you like to make news? Contact Us.

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