RAID: Mission Know How

This case study demonstrates how RAID, an American pest control brand, addressed the frustrations and embarrassment of low-income consumers to grow sales and share.

SC Johnson: RAID - mission know how

Scott Griffith, Leah Gritton and Allison Disney

Campaign details

Client: SC JohnsonAgency: Energy BBDOBrand: RAID

This is a story of pushing water uphill. It's about taking an analog brand into the digital world. It's about resisting the shiny digital object and applying strategic rigor to make digital content that people actually want. It's about imparting education to a target audience that didn't want to learn. It's about how the RAID® brand taught bug sufferers in America to better battle the bugs.

We learned a lot about our bug-suffering...

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