Orkin

124-year-old Orkin, the nation’s number two pest control brand, faced two challenges when partnered with TRG. The first was a long-standing issue – how to create year-round relevance in a low-involvement category. The second challenge was newer: how to appeal to Millennials who, in a cultural move away from their parents, valued comfort and home leisure over home improvement and maintenance. TRG saw that the overlap of these two issues created an opening. Research revealed that Millennials prioritized protecting joyful moments over maintaining yards and homes. So “summer pest maintenance” became “roaches can ruin your backyard party.” Home care took a backseat to life care, and life happens all year long. Creative work portraying a younger set of homeowners as either 1) troubled by bugs during important life moments, or 2) blissfully unaware of said bug problems thanks to Orkin. The campaigns got results. Within months, we saw a 29% increase in branded search, a 45% increase in direct website starts, a 36% lift in brand consideration and, in 2020, Orkin’s best year ever. Which included 30 straight record sales days and a 31% year-over-year increase in recurring services.