Rentokill Initial: Digital Marketing Deployment for the Signature Colour Range.
Rentokill initial launched a new washroom range, ‘Signature Colour’, and needed to raise awareness of Initial and Signature Colour in the business services market. Their solutions and services must be positioned as the best in category. They were looking to partner with an agency that can provide creative concepts and advertising executions across various channels, along with the relative design solutions and content.
The brief
Rentokil Initial approached COG Digital with a brief to deliver the asset production and digital marketing deployment for the Signature Colour product launch.
Initial are the global leaders in services that help businesses mitigate and diminish hygiene risk, creating healthier working environments. Initial aims to be innovative and helpful, always evolving to better meet the needs of our customers and their customers: end users in commercial washrooms. They launched a new washroom range, Signature Colour and needed to raise awareness of Initial and Signature Colour in the business services market. Their solutions and services must be positioned as the best in category. They were looking to partner with an agency that can provide creative concepts and advertising executions across various channels, along with the relative design solutions and content.
They also needed to promote Initial’s core services, and Signature Colour as it gives they product an aesthetic and fun way to highlight their service lines. Every site needs a feminine hygiene solution, but businesses benefit from doing more for their employees and visitors. Noted, their key insight was that many businesses strive to provide a professional and pleasant customer experience from the front door through to the washroom. And that consumers visit the toilets if they stay in a public place for some time. When they go they expect a certain standard depending on the type of environment. Failure to meet these standards will result in a poor experience, which will impact the overall perception of the establishment.
The client
Rentokil, the experts in pest control, have stood for effective control ever since they were founded in 1965 in Australia and 1925 in the UK.
They have been providing effective and reliable pest control to both commercial and residential customers since then and have grown to become Australia’s largest and most trusted pest controller. Rentokil has never stopped leading through innovation, amassing an unrivalled store of pest control expertise staying one jump ahead of the latest pests — by developing products and services faster than they evolve.
With many industries requiring a ‘zero tolerance’ to pests,Rentokil understand that a pest-free environment is critical. Removal and control programs are tailored to protect businesses and their customers from pest-related problems and diseases.
The solution
A tactical and strategic approach to deploy the campaign through the LinkedIn feed.
Deploying the digital marketing advertising campaign across the LinkedIn, Google Display Networks provided the Elephant in The Washroom Campaign accurate reach and delivered to the correct target. Over 100 pieces of campaign production items were deployed and specifically targeted at the correct demographic and business sectors.
The CPC campaigns included the deep dive into traffic and budget management via Google Analytics behind Google Ads and the insights services behind LinkedIn business manager (fresh from the Mircrosoft acquisition).
With the client demanding attention to detail, a strict adherence to the global brand guidelines and the actual brief, this creative direction and digital marekting project tested our Sydney Digital Agency and our ability to creative an award winning campaign that cuts through and stimulates category growth for the client. The Elephant In The Washroom was a new type of campaign for the Rentokil Initial brand and COG Digital are proud to have led the client through a new and daunting advertising space.
The results
Exceeding 200%+ ROAS for 3 consecutive months and the highest conversion for Ad to Landing Page submission for any LinkedIn campaign from Rentokil Initial Australia.
Local category recognition of a new product line in a difficult market and a solid creative direction still resonating and active through brand touchpoints today.
Redefine your washroom and hygiene standards. Their Signature washroom products have been awarded the prestigious Red Dot award for their super-hygienic functionality, sleek and contemporary design.
The Signature range is exceptionally robust and includes a range of sensor and antibacterial technologies that help prevent the spread of germs.