InSinkErator needed to engage and influence consumers researching a potential garbage disposer purchase. Through research we found that our target wanted a clean kitchen without smelly trash.

But who loves smelly trash? Raccoons. That’s who. We made raccoons the trash menace icons across TV, display ads, and even trash cans in public spaces. We also had a little Facebook fun around March Madness time.

Results: Although the campaign was limited to select markets, SEM engagement increased sixfold. Digital efforts drove 43,000 sessions, achieving a 22% goal completion rate.