As Orkin's digital strategy evolved from simple lead generation to awareness building, they could no longer send people from banner to a lead generation form only. the brand needed to expand its ecosystem and stretch beyond the current brand narrative. Orkin's rich history of scientific research and understanding of entomology allowed us to build an extended brand persona - one that could speak to people's curiosity about bugs separetely from their need to remove bugs from the home environment.
The Orkin Ecologistwebsite led Orkin's digital transformation by bringing relevant scientific facts and cultural histories of interactions with insects to life through vivid photography, unusual facts and rich "bug stories". The content we created wa distributed via a new social strategy and Facebook community in addition to the site experience that served as a landing page for offline media.