Scrub Daddy Re-envisions Marketing for Sponges
Scrub Daddy is a popular cleaning tools company founded in 2012 by Aaron Krause. The company was featured on ABC's Shark Tank which led to a deal with Lori Greiner that gave Scrub Daddy the power to sell products in major retail stores. Ever since closing a deal with Lori, inventor and entrepreneur, Scrub Daddy has become the most profitable Shark Tank product, worth $200 million. Even though the company got the money they needed to grow the business, they still needed to market through social media to gain new customers and promote their products. Scrub Daddy decided to take a risk and market their products in an unconventional way.
The company uses six social media platforms as marketing tools: Facebook, Twitter, Instagram, Pinterest, YouTube, and TikTok. The way the company likes to advertise is through posting memes and other funny content. They are up to date with trends and use them to their advantage when creating social media posts. Connecting with customers and followers is important to the company because they do not want to seem fake or unreachable. Users can engage with the company by responding to Twitter polls, answering questions, creating their own content to share, and more. They use hashtags to make their content easier to find and to display keywords in their posts.
Scrub Daddy's most popular social media platform is TikTok despite only being on the platform for about 2 years. They have 1.9 million followers, 41.6 million likes, and hundreds of published videos. There is a link to the Scrub Daddy website in their bio, as well as the Scrub Daddy hashtag and the phrase "Clean Anything with a Smile." Each video gets thousands of views and likes, and hundreds of comments. The company does giveaways on the platform once a month which increases interaction. A lot of their content focuses on the differences between Scrub Daddy sponges and regular sponges. The company bashes regular sponges by showing all of the qualities in a Scrub Daddy sponge that regular sponges do not have. While the company started with just sponges, they use TikTok to advertise other products they sell like powerful cleansers and grill scrubbers.
The company did not take a safe approach when they decided how they were going to market themself on TikTok. Most of the content contains vulgar words and lingo that appeals to the younger generations. While Scrub Daddy's markets to working mothers and single people, they also want to reach college students. Since millions of college students use TikTok as one of their top social media platforms, Scrub Daddy saw this as the perfect way to appeal to them while still marketing to the other audiences on their other platforms. Videos are almost always posted daily and follow current TikTok trends that work best with promoting their products.
Scrub Daddy has and continues to grow through the use of social media marketing. They are strategic and use various platforms to their advantage. TikTok has been one of the best things for them as they continue to market Scrub Daddy to their preferred audiences. They tailor their posts to fit the theme of each social media platform, but their content is relatively the same across the board.
Personally, I knew about the Scrub Daddy products but never pursued purchasing one because I did not want to spend a few extra dollars on something that a cheap sponge could do. However, after watching their TikTok videos and viewing their other posts, I have learned so much more about the products and all of the things they can do. It is worth it to me to spend a little extra money on a product that works better and lasts longer. I also enjoy the comical aspect of their platforms; it really seems like they want to show that they understand people my age. I could scroll through their TikTok videos all day long!
The next time you see a Scrub Daddy in a store or on social media, will you think about purchasing one?
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