Squatty Potty: Assessing Digital Marketing Campaign Data
商品編號：9B18A002
出版日期：2018/01/10
再版日期：2018/01/31
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：viral marketing;social media;analytics
難易度：4 - Undergraduate/MBA
內容長度：6 頁
地域：United States
產業：Retail Trade;
事件年度：2015
In October 2015, Squatty Potty’s chief executive officer (CEO) launched the first viral video campaign in the U.S. company’s history. In terms of cost, it represented the largest single marketing promotion ever for the company’s home remedy for constipation—a foot stool that made going to the bathroom more ergonomic. Further raising the stakes of his decision, the CEO’s three business partners had reservations and objections. The partners worried that an irreverent viral video could be expensive, ineffective, and even offensive to the target markets. For the good of the business, the strength of the partnership, and the efficacy of future marketing efforts, it was critical that the CEO be able to provide credible proof of the campaign’s efficacy. In addition, his ability to critically assess the strengths, weaknesses, and outcomes of the campaign would provide precious insight to shape future promotion campaigns, both online and offline.
教學手冊：8B18A002;
補充材料：7B18A002;