gDiapers Social Media Case Study

Overview
gDiapers, a Portland, OR company offers a biodegradable diaper that can be flushed, tossed or composted.  The company was seeing strong revenue metrics through the majority of 2008, until news about the recession began to affect the US. Sales began to drop slightly towards the end of 2008. In order to halt the revenue decline, Anvil & gDiapers discussed utilizing social media to help attract new customers, and reach out to current customers. gDiapers already has a very loyal following, and connecting with these brand evangelists would only solidify their loyalty, as well as help spread the word about gDiapers and its products.

Objective
Increase online revenue via social media sites like Facebook & Twitter, as well as increase site traffic & brand awareness.

Challenge
gDiapers was seeing a decline in revenue (and ROI) due to economic factors beyond its control. Consumers were holding off on purchasing an eco-friendly diaper as the costs are higher than an average disposable. gDiapers needed to find a way to connect with people, not only to solidify relationships and create brand evangelists, but also to halt the revenue/ROI decline.

Strategy
Both Twitter & Facebook are growing so rapidly, and we determined that a large number of gDiaper’s fans were already using these sites. Anvil worked directly with gDiapers to create a Facebook & Twitter account/strategy. For Facebook, we created an “official” gDiaper fan page as there were already current Facebook groups set up. Ideally, gDiapers wanted folks to frequent their own “official” page where promos, photos, videos, etc would be highlighted. It was a great forum for fans to speak directly to gDiapers.

The Twitter strategy was much of the same, except on another platform. The strategy was to tweet about new products/promos, as well as environmentally friendly content as that is a core value of gDiapers. gDiapers would reach out to folks seeking alternative diaper solutions, and interact with folks already discussing gDiapers.

Results
In the past 7 months, gDiapers’ Facebook fan page has accumulated nearly 1,300 fans and is the 4th highest referring site in terms of traffic and 5th in terms of revenue for that time period. Twitter has also been very successful as it is the 6th highest referring site and 8th highest revenue generating traffic source.

URLs
Biodegradable Diapers