Case Studies
See how we took a consumer facing brand and focused on PR to deliver consistent dynamic storytelling across multiple media channels.
Brand communications campaign
2021 was a great year for conscious brands like EarthKind®. Working with the brand since 2016, we have seen a measurable shift away from toxic chemical-based pest control products to a more harmonious approach that works with nature, not against it. EarthKind® understands ecosystems, and recognizes every animal, plant and insect in nature has a specific role to play. Now, their effective repellents have helped reduce the need for poison/kill pest control methods in the home from 98% to 90%! The consumer facing brand communications strategy was to focus on PR to deliver consistent dynamic storytelling across multiple media channels, together with expert pest prevention advice from Kari Warberg Block, EarthKind’s truly “One-of-a-Kind” CEO.
1,202+M
Consumer Impressions
973
Placements
9 month
of a 12 Month Campaign
2021 the year of “Naturally Smarter® Pest Prevention”
The world stayed home for most of 2020 and we began to notice a big shift in consumer purchasing trends – home was where the dollars were being spent. Not just in upgrading living/working spaces, but also lifestyle choices. Comfort, peace of mind, and authenticity were top of mind as families were adjusting to a new “not so normal” world. Eighty-eight percent of consumers expressed that authenticity was important when deciding which brands they like and support. Authenticity is the cornerstone of the EarthKind® brand, with protection at the heart, and a belief that everything we need can be found in nature. So, just as EarthKind® turns to nature to deliver “Naturally Smarter®” solutions for pest control, our PR brand communications campaign for 2021, “The Year of Naturally Smarter Pest Prevention” echoed the theme.
2021 the “Year of the Monarch” - Harmony Heroes Campaign
The Year of the Monarch is part activism, part education and part community, a rallying call to protect pollinators that play a vital role in our ecosystems and to bring greater attention to the plight of the monarch butterfly. Shining the spotlight on the unsung heroes—teachers who lead eco-education initiatives —The Harmony Hero Award is EarthKind’s way of recognizing and supporting the teachers across the country who inspire K-12 students through sustainability and environmental education programs. Each month, a Harmony Hero is selected from nominations across the USA, and media outreach targets each of the heroes’ locations to amplify their achievement. At the end of the year, one Harmony Hero will be selected as The Harmony Hero Award winner, and will receive a trip for themselves plus three guests to the Kingdom of the Monarchs in Mexico’s Central Highlands.
Harmony Heroes – Local Press Coverage
325+M
Consumer Impressions
24
Placements
8 month
of a 12 Month Campaign
Earthkind: The Year Of The Monarch Award
The campaign was recognized by the Business Intelligence Group as the “Sustainability Initiative of the Year” in their 2021 Sustainability Awards.
2020 In Review – A World Of Protection
We launched “A World of Protection” initiative to coincide with the 50th Anniversary of Earth Day and the 20th anniversary of EarthKind’s incorporation. The EarthKind® brand is a great example of environmental and sustainable excellence, with their no harm approach that puts safety, health and peace of mind first. It was the perfect time for this plant-based, poison-free pest prevention brand to be talking about “protection” and the value they bring to their customers. As founder Kari Warberg Block says, “We are all in this together. Our world will not change for the better unless we all participate in that change, and change begins at home...a toxin-free home.”
657+M
Consumer Impressions
1,257
Local Placements, many of which were syndicated nationally
12 month
Campaign
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Please use the form below or reach out to Sue Taggart directly on her cell 917.833.8101 or email sue@adinnyc.com.