CHALLENGE
A market refresh for an industry standard
For more than two decades, Demand CS insecticide from Syngenta has been providing pest management professionals (PMPs) with superior, tried-and-true control of over 30 general pests in and around residential and commercial structures. PMPs rely on Demand CS to help them reduce the need for retreatments, resulting in happier customers. Syngenta wanted to tap into these positive experiences to generate more third-party credibility for the brand.
G&S developed an integrated, strategic campaign to collect Demand CS testimonials and showcase them throughout the industry as evidence of the ongoing strength of this brand.
SOLUTION
Product confidence inspired storytelling.
A new visual identity was developed for use across all campaign tactics, featuring custom photography of a PMP in action applying Demand CS around a residential home, along with one-sentence testimonials from PMPs about why they choose the product. The call to action was for other PMPs to visit the Syngenta website to submit their own Demand CS success stories for a chance to win a battery-powered sprayer.
G&S used the following to promote the campaign across various mediums:
- Print and digital advertising
- Testimonial video
- Website assets
- News release
- Targeted emails
- Organic and promoted social media
- 103,893 advertising impressions
- 84,833 media relations impressions
- 212,620 organic and promoted social media impressions
- 54 success story submissions
- 1,640 webpage views
- 405 video views
- 123 unique email clicks
The Demand CS testimonials gathered from the campaign have been used across subsequent communications tactics to showcase the loyalty and credibility PMPs have for the brand.
This campaign won the 2022 North Carolina PRSA InSpire Silver Award of Excellence in Integrated Communications.