Best Home Building Integrated Ad Campaign

Half of U.S. households have food waste disposers in their kitchens. To convert the other half, Preston Kelly developed a campaign and a website for InSinkErator, the world's largest manufacturer of food waste disposers. Research indicated smelly, messy garbage was a universal consumer problem. We used live raccoons to dramatize the mess garbage can create. The campaign, including display advertising, SEM, social media, PR and TV, drove traffic to our content on StopTheRaccoons.com. The goals of the site were to guide users through disposer consideration, evaluation and purchase process, dispel barriers around garbage disposers and show benefits of ownership. Our secondary goal was to encourage current owners to trade up their old disposer for the latest Evolution Series. The website offers consumers helpful decision-making tools like the product comparison chart, customer reviews, a module explaining how a disposer works, and a product selector. Testimonials, FAQs and installation video help further reassure consumers of their decision to purchase a new disposer. This website was used for multiple test-market campaigns and therefore needed to accommodate several different offers variable by geography. To do this, we created several user experience paths that change depending on a user's zip code. Most of the site content is easily managed via a content management system, making site maintenance and updates easy for InSinkErator. The campaign is still in progress, but the site is already driving disposer purchases, consumer interest and consideration.

Contributors:

VP, Account Director/Account Supervisor:	Stacy Hintermeister/Erin Burk
Associate Digital Directors:	Yuliya Crevier and Heather Kvidera
VP, Creative Director Digital:	Peter Tressel
Executive VP/Creative Director:	Chris Preston
Senior Designer:	Bud Snead
Senior Copywriter:	Charlie Tournat
Development:	Fjorge Digital
VP, Channel Marketing & Communications, Marketing/Business Dev, InSinkErator:	Michelle Gross
Director - Global Brand Communications and Government Relations, Marketing/Business Dev:	Carol Barikovich
Manager, Global eCommerce & Digital Marketing, InSinkErator:	Shawn Burwell

PRESTON KELLY

Website: prestonkelly.com/

Location: United States

About the Agency:

Preston Kelly is a creatively-powered, strategically-driven agency that believes in the power of Iconic Ideas. Recently named to the Effie Index of the top 100 most effective agencies in America, Preston Kelly's Iconic Ideas not only connect with your consumers in digital, social, TV, radio, events, print, identity or point of purchase, they engage and inspire your entire organization.