gDiapers SMM Case Study

Overview
gDiapers offers an eco-friendly diaper that is the best of both disposable and cloth diapers. The biodegradable diaper is plastic-free and designed to be flushed, tossed or composted. gDiapers’ cloth diaper inserts are trim-fitting and absorbent, a guilt-free option to diapering. gDiapers had wanted to find a way to drive increased visibility and awareness for its product and brand. A Facebook page had already been created, but in order to increase fans and drive additional revenue, Anvil had suggested utilizing advertising within the medium.

Objective
Increase total fan count, fan engagement and revenue via Facebook and its advertising platform.

Challenge
gDiapers was looking for a way to expand their current reach, identify new customers, and engage their current clientele. With the marketing budget of your average small business, gDiapers and Anvil needed to get creative with how to spend advertising dollars.

Strategy
gDiapers was already utilizing Google AdWords and Yahoo’s search marketing ad platforms. With nearly one-third of the Facebook population consisting of moms, Anvil made the suggestion to use Facebook advertising, in addition to Google and Yahoo. Facebook offers very granular targeting options, ensuring the attraction of the appropriate audience. Anvil identified and implemented specific targeting options to match gDiapers’ target market, while gDiapers created display ads that focused on the brand itself.

Results
As of April 2010, Facebook advertising has been running for roughly 4 months. Since advertising began, gDiapers has seen the following increases:

• Fan count increased by 176%, which now stands at over 11,000 fans
• User engagement (comments, likes, etc) increased by 156%, averaging more than 140 interactions per week
• Traffic (visits) generated from Facebook increased 116%
• Revenue generated from Facebook increased 222%

URL
Biodegradable Diapers
Cloth Diapers