Here are my thoughts before viewing Charmin’s Twitter account: Toilet paper isn’t all that entertaining. Maybe people will follow Charmin because of their cute bears? It seems like social media marketing would be a difficult area to master as a toilet paper brand.
Charmin seems to enjoy playing around and coming from creative angles. Often they enjoy cracking jokes about the bathroom, run contests with stimulating forms of entry, and puns.
When seeing Kmart’s “Ship My Pants” commercial filled with puns, they must have felt inspired to make a response (including a pun as well, obviously). Charmin created a graphic that said, “In case you got too excited when you “shipped” your pants…” with a roll of toilet paper below the comment.
Charmin did a great job piggybacks on Kmart’s ad virality below. They tweeted the graphic at @Kmart, and even had a somewhat “loving” conversation.
Even though Charmin and Tide are both Procter & Gamble companies, having them interact humanizes their brands and gives them a chance to mix up their humor and think quickly as opposed to having premeditated tweets.
Twitter users find the two brands interacting amusing (see bottom tweet).
Not only does Charmin interact with other businesses, they also interact with other Twitter users. Charmin shows sympathy while pulling out a rhyming hashtag. What’s not to like about their response?
When they have nothing to say or no time to say anything, they still acknowledge that you’re reaching out. Below, Charmin retweets a fans’ tweet about lacking in the toilet paper department.
Charmin appears to be putting in quite the effort to distinguish themselves on Twitter, although some have found it rude and have suggested Charmin just leave the subject alone. What do you think of Charmin’s Twitter marketing techniques?
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