Who Gives A Crap’s Facebook, Instagram and Google ads

• 48 rolls = 12 months of TP390 days
• Feel Good TP376 days
• Video“Nice, big rolls”394 days
• Who Gives A Crap376 days
• 100% Recycled Trash Bags | Who Gives A Crap USA, Small62 days
• Feel good loo roll376 days
• Feel good loo roll376 days
• Feel good loo roll376 days
• Here for a limited time24 days
• Scary good toilet paper24 days
• Here for a limited time24 days
• Here for a limited time23 days
• Feel Good TP39 days
• Feel Good TP36 days
• 113 days
• Sustainable Paper Towels109 days
• Who Gives A Crap Canada112 days
• 113 days
• 50% Of Profits Donated111 days
• 112 days
• VideoScary good toilet paper15 days
• VideoFeel Good TP26 days
• Feel Good TP39 days
• Scary good toilet paper24 days

• 

  Frames a bulk box of toilet paper as a year's supply, so the value comes from a simple, memorable comparison rather than a discount.

  It reduces a purchase decision to one easy equation, which is quick to understand in a feed. The playful, humble tone makes a practical claim feel friendly rather than salesy. The data shows it has run for 390 days, is still active, and sits among 13 active ads across five Meta placements, which suggests the advertiser keeps backing this message.

  • Translate a product quantity into a real-life duration so the value is felt instantly.
  • Put the key equation in the headline so it works even if nobody reads the post text.
  • Use a light, self-aware line to make a practical claim sound human and trustworthy.
  • Sell value through convenience and longevity when you don't want to lean on discounts.

  See the ad
• 

  Switching to soft bamboo toilet roll lets you feel good about a routine purchase because half the profits go to good causes.

  It pairs a practical benefit (soft bamboo paper) with a values-based one (50% of profits donated), so the buyer gets a reason to switch and a reason to feel good about it. The tone is light and a bit silly, which suits a category that is usually awkward to advertise. The data also shows it has run for 376 days and is still active across 8 live ads on four placements, which suggests the message holds up over time and across audiences.

  • Give a dull product an emotional payoff in the headline, such as how the buyer will feel, rather than leading with specs.
  • Pair one product benefit with one values-based reason to buy, and keep both to a single short line.
  • Use a distinctive, playful brand voice to stand out in categories where most ads sound the same.
  • Make the donation or impact claim specific, such as a percentage, so it feels credible rather than vague.

  See the ad
• 

  A big box of toilet paper that lasts the average person up to a year, framed as good value delivered with a wink.

  It turns a dull, repeat-purchase product into something memorable with one witty line, then backs it with a concrete, easy-to-picture claim about how long the box lasts. The self-deprecating tone feels human and avoids hard-sell language. The data shows it has run for 394 days and is still active across 7 ads and five placements, which suggests the advertiser keeps finding it worth running, though the data doesn't show why.

  • Use a short, playful headline with a double meaning to stop the scroll on a boring category, as long as it still points at a real product benefit.
  • Translate a feature into a time-based claim, such as how long it lasts, so the value is easy to picture and compare.
  • Let the copy poke fun at itself to sound human and make a value claim feel less like a pitch.
  • Keep the call to action simple and low-friction, such as 'Make the switch', when the goal is to move people from a habitual brand.

  See the ad
• 

  It pairs a simple comfort benefit (super soft bamboo toilet roll) with a feel-good purpose (50% of profits donated), so buying a household basic also feels like doing good.

  It turns a dull, repeat purchase into a choice with a reason behind it, combining a practical benefit with a clear giving promise in two short sentences. The copy is easy to scan and asks for one simple action. The data also shows it has run for 376 days and is still active, with 5 live ads out of 11, which suggests the message has held up well over time and is being kept and iterated on.

  • Lead with one plain action and the product name so the right buyer self-selects in the first few words.
  • Pair a practical benefit with a concrete purpose, and state the purpose as a specific figure rather than a vague claim.
  • Keep the copy short enough that the carousel visuals can carry the story while the text carries the single ask.
  • Repeat the core action in the headline, description and button so every element pushes the same next step.

  See the ad

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