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Ideas and solutions don't break through − they get invited in.

Marketing and communications are hyper-personal, and getting people to truly engage means addressing their specific needs and interests.

We work with more than 100 clients in dozens of industries, finding the best ways to connect them with the individuals who need their brand or service most.

At Fahlgren Mortine, our diverse experience has led to a collaborative approach designed to create solutions that entertain, educate and connect with a wide range of audiences. Our work turns skeptics into believers and consumers into loyal customers.

Case Studies

Kidde Worry-Free

Worry-Free Integrated Marketing

Ninety-six percent of U.S. homes have smoke alarms, but the home fire death rate isn't declining – primarily due to dead or missing batteries in alarms. Responding to this issue and national fire service organizations' recommendations to install smoke alarms with sealed, long-life batteries, Kidde Fire Safety introduced Worry-Free.

The opportunity

By raising awareness of this significant fire safety issue and offering an innovative solution, Kidde could educate more consumers and drive them to make a purchase – potentially saving more lives. Kidde and Fahlgren Mortine developed and executed an integrated marketing campaign to support the November 2012 launch of the four-model line at select locations of Kidde's primary retailer.

The solution

The campaign's integrated strategy employed several tactics that complemented each other, leveraged fire service partnerships to enhance credibility and a celebrity spokesperson to garner attention, and extended message penetration beyond the initial announcement:

  • Media relations: Ongoing pitching to a range of media
  • Blogger outreach: Generating conversation and promoting the new product line
  • Social media: Performing regular promotion through Kidde's Facebook page and Twitter handle
  • Industry and Consumer Events: Engaging the fire service and homeowners
  • Efforts linked to www.worryfreealarm.com and www.alarmpledge.com

The results

During the launch, sales of the product at the select locations led to a nationwide rollout of the alarms. Additionally, engagement performance suggests that marketing communications efforts created significant awareness. Outreach netted 100+ million impressions from 230+ broadcast, print and online stories, blog posts and two Twitter parties.

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