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

But who loves smelly trash? Raccoons. That’s who. Raccoons became trash menace icons on TV, in display ads, even on trash cans found in public spaces. We also had a little facebook fun around March Madness time.

Results: While the campaign was only featured in limited markets, SEM engagement increased in those markets 6 fold. Digital drove 43,000 sessions reaching a 22% goal completion rate.