Johny Wee – Case study marketing strategy

Jonhy Wee is a company that creates portable urination devices that provides a convenient and sanitary solution to the age-old problem of finding a restroom. Thier gender-neutral product is designed for anyone who has ever experienced the frustration of being caught without a toilet,  whether you're outdoors, travelling, or simply on the go.

Jonhy Wee offers a unique and innovative way to manage waste, transforming urine into a gel for safe and mess-free disposal.  Made from recycled materials and designed for multiple uses, Jonhy Wee offers an eco-friendly and sustainable solution.

Challenge

Jonhy Wee, a portable urination device, faces challenges in both B2C and B2B markets:

• B2C: Low brand awareness, overcoming social stigma related to urination products, targeting a diverse audience with varying needs (travelers, festival-goers, people with disabilities).
• B2B: Reaching relevant businesses (medical supply stores, travel retailers, event organizers) and effectively communicating the product's benefits.

Change: Implement a multi-pronged marketing strategy encompassing social media, SEO, paid advertising, and web development.

Solution

Social Media Marketing:

B2C:

• Created engaging content showcasing Jonhy Wee's use cases (festivals, travel, outdoor activities) with testimonials from diverse users.
• Utilize humor and lightheartedness to address the stigma, emphasizing convenience and discretion.
• Partner with travel influencers and relevant online communities.

B2B:

• Developed a professional LinkedIn presence, highlighting Jonhy Wee's hygiene benefits and suitability for specific industries (healthcare, events).
• Run targeted ad campaigns reaching medical supply stores, petrol stations, leisure companies and event management companies.

SEO:

• Optimized website content with relevant keywords ("portable urination," "festival essentials," "travel hygiene") to improve organic search ranking.
• Created informative blog posts addressing common customer concerns and product benefits for different user groups.

Paid Advertising:

• Utilized targeted pay-per-click (PPC) campaigns on search engines and social media platforms to reach relevant audiences searching for "festival essentials," "travel hygiene," or related terms (B2C).
• Partnered with travel and event websites for display advertising (B2C).
• Leveraged B2B platforms like LinkedIn Ads to target healthcare professionals and event organizers.

OOH Advertising:

• Utilized strategic Out-of-Home (OOH) placements at airports, music festivals, and sporting events (B2C). These placements should be creative and attention-grabbing, leveraging humour or discreet visuals to pique interest.

Web Development:

• Enhanced user experience with a clear and informative website.
• Showcased product features and benefits with high-quality visuals and demonstrations.
• Offered a seamless e-commerce experience for B2C purchases.
• Developed a dedicated B2B section with wholesale information and contact details.

Improved User Journey:

• Streamlined the website navigation, ensuring easy access to product information and purchase options (B2C & B2B).
• Implemented a clear FAQ section addressing common customer concerns.
• Offered multiple customer support channels (email, live chat) for inquiries (B2C & B2B).

Results

B2C:

• Increased in website traffic by 25% YoY (Year-over-Year).
• Grow in social media followers by 20% YoY.
• Engagement rate on social media posts exceeding 3%.
• Increased in online sales by 30% YoY, translating to an additional €15,000 in revenue per month (assuming a baseline of €50,000 monthly revenue).
• Positived customer reviews with an average rating of 4.5 stars.

B2B:

• Increased brand awareness among relevant businesses, as measured by website traffic from healthcare and event industry sources.
• Growth in B2B inquiries by 15% YoY.
• Secure 5 new wholesale partnerships within the first year.

Overall:

• Improved brand recognition by 10% YoY, measured through brand awareness surveys.
• Increased overall sales by 20% YoY, translating to an additional €120,000 in annual revenue.
• Established Jonhy Wee as a leading brand in the portable urination market, overcoming social stigma and becoming a trusted solution for discreet micturition.

From The Client

"A complete pleasure to work with the Joma Team they trained us on the system and taught us all a lot about marketing, SEP, and how we should create content properly.  So nice to find simply helpful people who know their stuff"