The case for full-on marketing integration
Despite all the benefits, only half of U.S. households currently have a garbage disposer. Market-leader InSinkErator was interested in convincing the other half that they were missing out. Obviously, the best thing disposers do is keep you from handling smelly garbage. We just needed to dramatize the fact. We made the learning around smelly garbage welcome for consumers using amusing raccoons attracted to trash in non-disposer homes. Our campaign microsite broke down barriers by guiding users through the evaluation process. The content gave helpful and entertaining tips.
InSinkErator | “Loud Raccoons” :30
InSinkErator | “Trickle Trail” :30
InSinkErator | “Get to Know Us” :15
“Stop the Raccoons” increased engagement over SEM-only markets by six times
Quiet for kitchens. Disturbing for raccoons.
Digital drove 43,000 sessions, reaching a 22% goal completion rate