When you’ve been around for over 100 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 the boring, stuffy old company your dad only calls up out of sheer necessity. Simply put, up-and-coming new homeowners were not calling up Orkin for their pest control needs. They weren’t even considering it.
What consumers didn’t realize is that Orkin is full of excited, relatable Pros absolutely brimming with knowledge and expertise. After 100 years, Acadia was tasked with helping rebuild THAT reputation in order to increase brand awareness and sales with younger modern homeowners.
Our solution was simple: this is no longer your grandpappy's 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 100 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 TikTok, 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 in DDB, Horizon Next, and Jackson Spalding, Orkin garnered over 6.8 million views total, with the bug ASMR videos receiving 1.6 million views and counting.
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 100 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 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
0%Share of voice against top competitor
0%Increase in Instagram engagements YoY
0%Increased Facebook organic video views
Throughout it all, we’ve seen not only social growth with our target audience but TRUE brand growth too.
Our brand awareness overall with U.S. homeowners 25-34 has increased from 55.2% to 71.7% in the span of just one year.
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
- Created Orkin’s first TikTok filter that has over 640k views… putting Orkin in the Top 5% of TikTok creators!