Get Simon Off the Loo

Who Gives a Crap had the brilliant idea of launching a toilet paper brand and giving 50% of profits to sanitation projects in the developing world. The only problem was they had no money to spend on a launch campaign. So to help generate awareness, we cooked up a time-sensitive, crowd-funding idea where the CEO pledged to be live-streamed sitting on a toilet until $50,000 was raised.

The initiative captured the world’s attention, generating over $1m in PR value and ultimately helping WGAC reach their fundraising goal in only 52 hours. All with no paid marketing support. In fact, with a production spend of only $5k, the campaign generated an ROI of 1330%.