The Challenge
When you’ve been around for over 120 years like Orkin Pest Control has, you garner quite the reputation. Yes, you’re a leader in your field, but with younger audiences, you’re also seen as a stuffy company your dad uses. Simply put, up-and-coming new homeowners were don't see Orkin as a relevant brand.
What consumers didn’t realize is that Orkin is full of excited, relatable Pros absolutely brimming with knowledge and expertise. After 120+ years, Acadia was tasked with helping showcase THAT to increase brand awareness and sales with the young homwowner.
Solution
Our solution was simple: This isn't your dad's boring pest control brand
We went all in on the younger generation of homeowners by finding them where they’re actually going for advice – on TikTok. We put knowledgeable and relatable Orkin Pros front and center in our video strategy in order to build community and emotional connection.
- We brought bugs out of the basement and into pop culture.
- We started to build our own colony of fans using heart and humor.
- We made over a 120 years of knowledge accessible, searchable, and FUN!
Out of the Basement and into Pop Culture
If sharks can get their own week of primetime attention, why can’t bugs? In 2023, we launched Orkin’s inaugural "Bug Week" on social media, through five days of educating homeowners on the weird and wonderful world of insects.
#BugWeek tapped into internet pop culture through freaky fact-filled bug ASMR videos, a sports-inspired “Bug Bracket,” and even a custom TikTok beat and dance supported by influencers like TwinSauce.
By using TikTok as the primary platform for #BugWeek content both organic and promoted, and partnering with some great agency partners, Orkin garnered millions of views during Bug Week alone.
Building a Colony of Fans
Ants are social creatures, and so are we. If we’re truly going to be a brand that young homeowners care about, we recognize that we can’t just speak AT them but WITH them too.
Since launching Orkin’s TikTok, we’ve replied to over 195 posts and counting, totaling over 10K engagement from community management alone.
And when an influential TikTok artist challenged us to donate some services to three families in need, we jumped at the chance to help out, getting an Orkin branch manager to reply in person and make good on that promise in less than 48 hours.
Making 120+ Years of Knowledge Accessible
Whether it’s educating audiences on the role of entomologists via our favorite Barbie doll, dropping our knowledge about what the rattiest city in America TRULY is (surprise: it’s not New York!) or giving hockey fans details on why you might see plastic rats taking over at a Florida Panthers game, we’ve spent the rest of our year making our expertise accessible and engaging.
@orkin Bet you didn't know about this connection between rats, Orkin, and the Stanley Cup. 💡 #TheBestinPests #Orkin #Rats #Fyp #exterminator #Hockey #stanleycup #nhl #icehockey #panthers #floridapanthers #puck #sports #nhl #nhlnogoal #hockeytiktoks #hockeytok #hockeyplayer ♬ Original sound - Orkin
@orkin Does Barbie secretly want to be an Orkin Pro? 😱✅ #Orkin #barbie #barbiemovie #Entomology #entomologist #bugs #nature #naturebarbie #margotrobbie #barbenhiemer #ryangosling #ken ♬ original sound - Orkin
@orkin Do you live in one of the rattiest cities in the U.S.? 🐀 Let us know in the comments below! Head to the link in our bio to see the full list! ✅ #Orkin #Orkin #RattiestCities #rats #NYC #washingtondc #chicago #sanfranscico #losangeles #pests #mouse #gross #city #lists #2023ranking #monster #godzilla #cityrat #ai #midjourneyartwork #aiartcommunity #aiart #aiartwork ♬ original sound - Orkin
Results
Throughout it all, we’ve seen not only social growth with our target audience but TRUE brand growth too.
We saw a 20% lift in brand awareness with our core demographic.
Within that first year of revitalizing Orkin’s presence on social media, the results speak for themselves.
- Growth of 15k followers on TikTok, with over 7.5 million total video views
- Orkin owns share of social voice in the competitive space.
- Created Orkin’s first TikTok filter that put Orkin in the Top 5% of TikTok creators!