Here’s the poop about Poo-Pourri: They know the deal with social media marketing.

Since launching Poo-Pourri Before-You-Go Toilet Spray in 2007, the company (Poo-Pourri Scentsible LLC) has drawn more than 200 million combined YouTube views. And this week it launched a new production company, Number Two Productions, that has seen the first video of a three-part series, titled “How to Poop at a Party,” generate over 13 million views and 70,000 shares on YouTube and Facebook.

The video trilogy focuses on how and when to go “No. 2” in “high-stakes” bathroom situations, including a crowded dinner party (“How to Poop at a Party”), a romantic date (“How to Poop on a Date”) and a business presentation (“How to Poop at Work”).

“The key to creating viral videos is using content that’s based on universal human truths,” explained Nicole Story, vice president of creative at Poo-Pourri, who leads Number Two Productions as writer/director and has been involved in all of the brand’s viral videos since the launch of “Girls Don’t Poop” in 2013. “People from all walks of life can relate to that vulnerable feeling that comes from going to the bathroom in public places. The incredibly positive online response to these videos is a testament to our creative team at Number Two Productions and the cast and crew.”

 Poo-Pourri said Number Two Productions plans to focus on content creation for the brand — following the model of two other successful social brands, Red Bull and Dollar Shave Club — and has already been approached by other brands seeking conversion content videos. Starting next year, Number Two aims to launch eight to 10 videos a year for Poo-Pourri and work with clients who embrace its philosophy.

“We’ve seen an amazing response in sales and brand recognition through our YouTube videos. So it makes sense for us to grow and expand our content abilities with an in-house video team, to move faster and have more control over the creative product,” commented Poo-Pourri CEO Suzy Batiz. “We’re really doing this to explore and expand our company’s genius for brand-building.”

Of course, another major element of Poo-Pourri’s success and brand identity is that, simply, it’s a unique product (and with a name you’re not likely to forget). Before you go, you just spray Poo-Pourri into the toilet, where it forms a film on the water that will trap the odor after you go and leave a pleasant scent from natural essential oils. Voila! The product is sold in more than 9,000 retail locations, such as CVS Pharmacy, Bed Bath & Beyond, Ulta, QVC and Amazon.