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Ninety percent (90%) of homes in the U.S. are under-insulated and have air leaks. In fact, up to 40% of the energy used to heat and cool a home can leak through tiny holes, gaps and cracks. And who better to talk about air-sealing than, well, a talking seal? And that voice. You have to hear that voice.
MOTIVATING PEOPLE TO AIR-SEAL
So how do you get people to spend a big chunk of their weekend deep in caulk and spray foam? Unsurprisingly, not everyone in America is motivated by environmental altruism. We needed more. We leveraged our proprietary insights to uncover deeper motivations and pain points.
Our key insight? Go beyond saving energy and money, and hit people where it icks. Instead of just talking about what’s leaking out of their home, what if we talk about what’s getting into their home: pests, critters, allergens and who knows what else? Yuck. Hand me that spray foam.
Meet our mascot—the talking seal. Besides being both adorable and funny, he helped visually connect every touchpoint across our omnichannel campaign.
Playing off the mascot idea, we even went so far as to create a branded sardine can to send out as a PR promotion to members of the press.
Building on the popularity of DIY content, we partnered with influencers to connect with homeowners and give them the confidence to “see it, feel, it, seal it” in their own homes.
The campaign included social content and digital ads featuring our hilarious talking seal, driving people to a robust website filled with tips and how-to’s.
Our website walked visitors through every step of the air-sealing process. It even included an interactive infographic on where to find air leaks in their homes. View it at seefeelseal.com.
BIG LAUGHS. BIG RESULTS. BIG IMPACT.
Using ongoing campaign data, we optimized the work throughout the media run, with 52K people visiting the website during the initial 3-month campaign period.
Results included a 9.8% CTR on Instagram and Facebook, the highly popular videos of the talking seal had a 79% completion rate, and our 25 million total paid impressions significantly outpaced our media spend.
79%
Video Completion Rate
9.8%
Click Through Rate
25MM
Paid Impressions
