MostContagious2012.pdf - Contagious Magazine

sbpf / little
brands, big
thinkers
Who Gives A Crap /
One of the most remarkable projects arising from
crowdfunding platform Indiegogo this year is Who
Gives A Crap, a subscription-based toilet paper brand
making a direct attempt to solve sanitation issues by
donating 50% of its profits to help build waste facilities
in the developing world. The company was first
established in late 2010 by social entrepreneur Simon
Griffiths, former Method designer Daniel Alexander
and strategist Jehan Ratnatunga.
Who Gives A Crap has successfully proven that a
commodity product like toilet paper does not need to
be dull and fluffy, or without a grander sense of purpose.
The company raised AU$66,548 (US$69,000)
in just 50 hours in July 2012, partially thanks to Griffiths
staging a ‘sit in’, live-streaming himself on the
toilet until the company hit its funding goal.
The organisation is currently taking pre-orders from
Australia and the US. Contagious 33.
whogivesacrap.org
Percolate /
How often have you been annoyed by bland and
generic posts on a brand’s social media pages along
the lines of ‘Like this funny cat video if you also like
cats’? Branded content has been one of the most
hotly discussed topics in ad land this year. Percolate, a
New York startup founded by former Barbarian Group
strategy director Noah Brier and former VP of publishing
at Federated Media James Gross, has developed
smart algorithms to help blue chip clients source
brand-relevant content, from interesting studies to
sector-specific news.
This then enables brands to use this content as the
basis for their messages across social media, helping
them navigate the potentially tricky waters in a more
relevant and meaningful way. Percolate received
$1.5m in funding late last year and secured another
$9m, in November. We’re looking forward to seeing
what Percolate will get up to next, given that 90% of
respondents to a content marketing survey by Econsultancy
(October 2012) said that branded content
will become increasingly important over the next 12
months. Contagious 33.
percolate.com
Dollar Shave Club /
Dollar Shave Club burst onto the subscription services
scene with a standout convenience service that
skilfully does away with the hassle and cost of buying
razors. Its witty launch video featuring charismatic cofounder
and improv comic Michael Dubin clocked up
more than seven million views while challenging the
big players in the male grooming market (‘Do you like
spending $20 a month on brand-name razors? Nineteen
go to Roger Federer.’).
After receiving initial funding of $1.1m in March this
year, Dollar Shave Club secured an additional $9.8m
in November. Given the monthly subscription options
at $1, $6 or $9, this is a great vote of confidence for
the company and its founders Dubin and Mark Levine.
Contagious 33.
www.dollarshaveclub.com
Raspberry Pi /
Raspberry Pi was cited as a ‘one to watch’ in the
technology section of 2011’s Most Contagious report
before its release. Since going on general sale in
February, the credit-card sized computer has been
stocked by major high street electronics retailers and
is expected to sell more than one million units by February
2013. Founder Eben Upton’s Cambridge-based
organisation aimed to address a decline in uptake of
computer science classes in schools by developing
a programmable mini computer that could easily be
wiped and rebooted.
Since its launch the device has featured in hack days
from Scotland to SXSW, rebooting maker culture.
Raspberry Pi has been approached by hospitals and
museums; developing countries are hoping to benefit
from the device thanks to its low cost (between $25-
35) and ease of use. The registered charity reports that
some universities are providing their freshmen with a
Raspberry Pi whilst even seven-year-olds are using it
to program games themselves.
www.raspberrypi.org
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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