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Bold Video Marketing Helps Bring in $15 Million

Squatty Potty, a company founded as a home-based business in 2011, is on track to beat its goals for the year, with CEO Bobby Edwards predicting upward of $15 million in total sales for 2015. That includes those who buy and give Squatty Potty as a gag gift, which is fine with Edwards. (Last year, the company’s sales only totaled $3 million, but a fall 2014 appearance on Shark Tank set the stage for a boom in 2015.)

The huge boost in sales came from an insane marketing idea from CEO Bobby Edwards. They created a video around a  wide-eyed mythical creature with active bowels, star of Squatty Potty’s massively popular viral video,. The video is credited with a 600 percent leap in online sales and a 400 percent increase in retail sales at the brand’s largest partner, Bed Bath & Beyond which has been vindication for Edwards, who went out on a limb with the video against the advice of his Shark Tank investor and advisor, Lori Greiner. (She initially hated the concept). Even Squatty Potty’s other founders, Edwards’ parents, weren’t keen on the royal-themed, scatological joke-filled digital short.

The video, dubbed “This unicorn changed the way I poop,” has snagged more than 50 million views on Facebook and YouTube, with some 70 percent of viewers watching the entire three-minute piece, according to the video’s creators, the Harmon Brothers. Roughly 25 percent of the views were from paid promotion of the content, they said, with the rest being organic.

Now just in time for the Holiday Season, they have released a remix of the video, called, “The best poop of your life.” The Facebook version has racked up more than 100,000 shares.

“It’s even weirder than the original,” Edwards said. “It’s hard to do poop funny and not be cliché, but I think this does. And I like weird.”

 

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