DSE doesn’t monkey around when it comes to social media

EDISON, N.J. —It’s a product that’s sure to elicit a chuckle or two just at its mere mention, to be sure—unless you need it, of course. And that’s one reason behind DSE Healthcare Solutions’ decision to enter the social media fray with its Anti Monkey Butt Powder: It’s catchy enough to grab someone’s attention, and those who have need of the product are avid supporters.

Thanks in part to DSE’s social media campaign, monkey butt has become a familiar term for an affliction that affects millions of men and women who perspire a lot and get chafed below the waist, sometimes due to their profession (truck drivers, waiters, chefs, construction workers, etc.) or hobbies (motorcycle riders, cyclists, joggers, etc.).

If you had asked Raymond Abrahamsen, DSE VP new products, even a year ago about Facebook—which is where the face of Anti Monkey Butt’s social media presence lives—he would have given you a quizzical look. Today, Abrahamsen is well versed in Facebook lingo, and credits the Facebook presence for increasing the profile of Anti Monkey Butt.

DSE employs Robin Leedy & Associates, a boutique PR and social media firm specializing in OTC products, to shepherd its social media interaction. For the three months ended in September, DSE garnered more than 28 million impressions, generating more than 14,000 Facebook fans. To date, DSE has launched two viral videos through Facebook that have generated more than 140,000 views.

And Facebook isn’t just for teenagers and college students, Abrahamsen noted. Approximately 63% of fans fall between the ages of 25 and 44 years old, with some 33% falling between 35 and 44 years old, covering DSE’s demographic sweet spot for the product.

Creating the right content and the right message were key to the Anti Monkey Butt Powder success story. “The right mix of entertaining content, the growth of Facebook for the 30-plus demographic and a really fun product has made for a huge [Anti Monkey Butt] success in social media,” said Christian Brucculeri, social media director at RL&A. “We’ve created a brand affinity with the core audience that, I believe, will pay significant dividends long into the future for this brand.”