Launched in 2006, the DynaTrap® brand introduced consumers to its original insect trap, the DT1000, designed to provide an alternative to expensive propane insect traps. Since then, DynaTrap® has continued to introduce new and innovative ways to keep backyards and homes insect free with 12 versatile models for outdoor and indoor use. All DynaTrap® models catch mosquitos and other flying insects without adding harmful chemicals to the environment. This unique design feature sets the brand apart from its competitors. DynaTrap® products are easy to set-up, low maintenance, do not require propane or gas and provide an easy option for protection against insects that can transmit deadly diseases, including the Zika virus.
Prolonged rainfall in August 2016 in the southern region of Louisiana resulted in disastrous flooding, with areas receiving as much as 20 inches of rainfall in five days. The flooding began on August 12, but floodwaters didn’t completely recede until 10 days later, leaving large swaths of land submerged. Standing water is a magnet for mosquitos and the flood affected areas quickly became infested, especially Baton Rouge. Enter DynaTrap®.
Because of the high number of mosquitos in Baton Rouge due to flooding, SA identified an opportunity to do some good while simultaneously increasing DynaTrap’s brand awareness. Dr. Gadget, a national television personality, was tapped to spearhead a corporate social responsibility event in Baton Rouge where 1,000 DynaTrap®XL Mosquito Traps were distributed to flood victims free-of-charge. SA coordinated a local and regional media campaign surrounding the donation of the $250,000 in traps. DynaTrap® and SA and worked with local church and government officials to “trap out” a neighborhood and create a mosquito free zone that would protect residents from mosquitos carrying the Zika virus. The following objectives were outlined for the campaign:
- Position DynaTrap® as a socially responsible company by donating 1,000 mosquito traps to flood-ravished Baton Rouge residents
- Raise awareness for DynaTrap® and educate consumers about the effectiveness of these products as well as their environmental benefits
- Further solidify DynaTrap® as a leading manufacturer of flying insect traps
Strategy & Tactics:
SA developed a local and regional media relations campaign focusing on Baton Rouge and the surrounding media market. SA developed a targeted media list by conducting extensive research into local and regional publications and strategically selecting area reporters who had already covered mosquitos, Zika, and local flooding. SA developed a mini-press kit which included a press release, media alerts about the two events, fact sheets and images. SA drove the media relations strategy and outreach prior to, during and after the Rage Against the Mosquito events.
SA also included facts on the Zika virus in all press materials to inform the media that the DynaTrap®XL Mosquito Trap targets the Aedes species, the type of mosquito that carries Zika. SA tapped into the concern many Americans felt about contracting Zika, and the health risks associated with standing water and mosquito infestations.
Measurement & Results:
As a result of SA’s efforts, the Rage Against the Mosquito Baton Rouge events were featured in multiple local and regional newspapers and broadcast outlets which generated a total of 416,400 impressions. SA succeeded in positioning DynaTrap® as the must-have mosquito repellant product that protects from the risk of insect-borne diseases. DynaTrap® product features ran on the following websites, print publications, and news segments:
- WGMB-TV (FOX)
- WAFB-TV (CBS)
- The Advocate
- WBRZ-TV (ABC)
- WVLA (NBC)
Due to the success of the Rage Against the Mosquito Baton Rouge event, SA, DynaTrap® and Dr. Gadget took the event on the road and donated 100 DynaTrap®XL Mosquito Traps to residents in Miami, Florida whose neighborhoods had recently been declared Zika zones. Building on the momentum from Baton Rouge, SA targeted local, regional, and national journalists based in Miami.
The Miami Rage Against the Mosquito event was wildly successful resulting in national, local and regional top-tier media placements totaling 27,049,928 impressions. DynaTrap® was mentioned in USA Today and covered on websites, in print publications, and on news segments including:
- WTVJ NBC 6 Miami
- WSVN 7 News Miami
- WPLG Local 10 News (ABC)
- WFOR CBS Miami
- 51 Telemundo Miami
- USA Today
The Baton Rouge and Miami Rage Against the Mosquito events run by SA garnered 18 media placements and 27,466,328 impressions.