How Who Gives A Crap uses Klaviyo to own customer relationships
In July 2012, Simon Griffiths sat on a toilet in a drafty warehouse for 50 hours.
That’s how long it took to raise enough pre-orders—$50K via a crowdfunding campaign on IndieGoGo—to start production for Who Gives A Crap, the B Corp-certified company Griffiths founded with Danny Alexander and Jehan Ratnatunga.
According to the company’s website, about 2 billion people globally don’t have access to a toilet. Who Gives A Crap works to change that by donating half their profits to help build toilets and improve sanitation in the developing world.
Learn how Who Gives A Crap layers Klaviyo integrations to scale personalisation
Made from 100% recycled paper or bamboo, Who Gives A Crap toilet paper arrives plastic-free via carbon-neutral shipping, with auto-refill subscription options for busy folks. As a fast-growing company, the team at Who Gives A Crap needed a way to use their mission-based business model to create real, direct relationships with their growing customer base—without diverting potentially life-changing funds to expensive non-owned marketing channels.
By leveraging Klaviyo’s integrations with platforms like Recharge for subscriptions and recurring payments, Malomo for shipping-related emails, Unbounce for landing page testing and lead capture, and Justuno for lead capture via pop-ups, the team at Who Gives A Crap is able to unify data from a wide variety of sources in order to understand what kind of marketing resonates most with which customers.
The world of toilet paper marketing isn’t as one-size-fits-all as you might expect. A customer with a subscription has different needs than one who buys ad-hoc, for example. And while many customers crave sustainability-minded content, some are more likely to click on good old-fashioned bathroom humour. Armed with a wealth of data from Klaviyo integrations, the team at Who Gives A Crap segments customers and automates messaging based on what’s important to them—without breaking the bank.