InSinkErator

Challenge

Staying at home during the global pandemic changed life in the kitchen. Eating more meals at home resulted in more frequent cooking, additional food waste in the trash, and increased bacteria in the kitchen. InSinkErator recognized this unique trend as an opportunity to improve consumer relevance, customer engagement, and product sales.

Solution

Equity Creative created the Kitchen Better brand position to reinforce InSinkErator’s mission to market products that improve kitchen hygiene and environmental sustainability.

To introduce Kitchen Better, EC created the Extreme Measures campaign – a comic video series that explores the extreme measures a family takes to keep food waste out of their trash, and bacteria and odors out of their kitchen.

An integrated media campaign was created, including a landing page, digital display ads, and digital video ads on Facebook, Instagram and YouTube.

Results

The primary campaign goal was to build brand and category awareness with a target of 11.7k awareness actions. Thanks to highly engaging video content, our campaign almost doubled that target and generated the following awareness, consideration and conversion actions: 20k awareness; 52k consideration; and 3.7k conversion.

Target:

11.7k

Awareness
Actions

Realized:

20k

Awareness
Actions

52k

Consideration
Actions

3.7k

Conversion
Actions