InSinkErator

Despite the many benefits of ownership, only half of U.S. households have food-waste disposers. Market-leader InSinkErator was interested in convincing the other half that they were missing out.

discover

After researching barriers to purchase, we sought to reframe the purchasing decision: To show our target both what they were missing and what they were dealing with as a result of not having a disposer.

direction

The battle to rid homes of stinky, messy garbage was waged in test markets with TV designed to drive traffic to a microsite, supported by digital, print, SEM, PR and events.

imagine

Consumer indifference was challenged by a gang of raccoons attracted to smelly garbage in non-disposer homes. StopTheRaccoons.com broke down barriers by guiding users through the evaluation process.

manage

  • In test markets, the Stop The Raccoons campaign increased engagement over SEM-only markets by a whopping six times.
  • Digital drove 43,000 sessions reaching a 22% goal completion rate.
CONTACT
222 First Avenue NE
Minneapolis, MN 55413
T: 612. 843. 4000
F: 612. 399. 9970
iconicideas@prestonkelly.com
PARKING
Park free against the back of our building in the 2-story garage. Look for the orange PK signs. Ring the bell to the right of the back door.
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