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.
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 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
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.