Think Like a Troll, Act Like a Brand: How @Charmin organically grew their Twitter account to superstar status
Twitter is a tough place to be for anyone; large brands are no exception. But in addition to the cynicism, they have to balance pleasing their customers and their shareholders – a fine line to walk when you’re trying to grow an account.
But what if you were a large brand that sold toilet paper? What if all you had to tweet about was little pieces of paper that people use to wipe their asses with?
For Marie Bonaccorse Hackman and her small editorial team at Charmin, it was a playground of nutrient-rich material for tweeting.
“I was there from March of 2011 until probably, my last tweet was February or March of 2015 … I was there four years, I started the Twitter feed. I was there from its infancy…” Marie told me in an interview.
“We knew we were toilet paper, we had no qualms about it. We knew we were not inherently cool, but we knew that we could have a lot of fun with it.”
And have fun with it they did.
In that four years, the team organically grew their Twitter account from zero to 66k followers. While it was slow at first, the team grew the audience as much as 1192% year over year.
How did they do it?
Here’s three key takeaways from Marie Bonaccorse Hackman – the woman at the helm during Charmin’s explosive (and award winning) growth on Twitter.