Cutter: Fend off the Funsuckers - social media campaign by Rodgers Townsend, St. Louis based full-service Ad Agency

Defenders of Backyard Fun

To increase brand visibility within a parity insect repellent category, Cutter bypassed the backwoods and staked its claim to the backyard instead. After all, it’s moms who buy the bug spray.

The idea was based on a simple truth: Mosquitoes suck blood, and in doing so, they suck the fun out of outdoor family experiences. Luckily, Cutter fends off funsuckers.

Cutter

Social Media / Digital Advertising / Contest

Branded Posts + Giveaways

Branded Facebook posts depict an oversized mosquito sucking the fun out of everyday outdoor situations. Then, each post is followed by a corresponding themed giveaway to spark engagement.

Constant Content

Fresh posts—each highlighting a new outdoor family activity—are shared throughout the season. And the situations are virtually endless.

Repels insects. Attracts consumers.

Since its launch, the campaign has gained over 30 million impressions and roughly 3 million consumer engagements across digital and social channels, with 2016 performance metrics nearly 100 times stronger than industry benchmarks.