Differentiate from key competitors by convincing consumers that their summer is at risk without the protection and value that only Cutter offers. Through a summer-long Facebook campaign, establish a brand position that’s fun, memorable and shareable, driving engagement with Cutter’s 150K Facebook fans.
A series of Facebook posts shared vignettes showing how Cutter “Fends off Funsuckers” in everyday environments – backyard barbeques, lemonade stands, pool parties, even summer weddings. Each scene depicted a mosquito sucking the fun out of a summertime activity, positioning Cutter as the solution. Follow-up posts included corresponding “like to win” contests, giving away a prize featured in that week’s scene. Combined, the campaign and contest posts drove awareness, engagement and interaction with Facebook fans from April through September.
Cutter’s Facebook fanbase grew to 196K total page likes during the campaign period, while the Funsucker campaign and contest posts generated 10,400 total likes, 2,040 comments, and 629 shares. Compared to the same timeframe a year prior, engagement was up 835%.