Issue: Sevin Insect Killer faces fierce competition, with many rivals making similar claims and creating confusion in the market.
Our aha: Gardening is rooted in tradition, story and emotion.
Result: Sevin’s data and our proprietary Intelligence Platform created precise social and digital targeting, leading to huge growth on Facebook.
Sevin Insect Killer has been trusted for more than 50 years. Facing a competitive set as fierce as hungry insects, all spouting confusing claims, they asked Callahan for help.
Gardeners told us that time spent passing the love of gardening from one generation to another is what really mattered. Our aha was recognizing that Sevin protects something more valuable than plants, it protects and grows precious memories.
Launching Sevin’s Facebook Community encouraged sharing of knowledge and rich personal stories about gardening. Pinpoint-targeting via social, web and retail channels was possible using retail POS data and Callahan’s proprietary Business Intelligence Platform. This led to a huge blossoming of brand affinity on Facebook and beyond.