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.
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.
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.
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.
- 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.