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RAID
Mission: Know-How 2015

RAN IN: United States

CLIENT
SC Johnson

AGENCY
Energy BBDO *Lead Agency


PHD


SUMMARY

Americans feel embarrassed and inadequate when they have bugs in their home. They expect products to work miracles, but often use them incorrectly, which fuels their frustrations. So, in order to improve category perception and the consumer experience, SC Johnsons Raid brand gave people accessible, credible, digital tools to help them solve their bug problem. Our effort, MISSION: KNOW-HOW, gave people the pest control knowledge they need, in a format they are willing to use. The effort drove sales two years running and helped expand the category.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Interactive/Online, Mobile/Tablet, Search Engine Marketing (SEM/SEO)

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English