Turning garbage into growth.
Repeat Visitor Rate
Goal Completion Rate
Seconds on Site
When InSinkErator wanted to expand product distribution and reach new DIY segments, we created a breakthrough campaign that transformed invisible kitchen problems into compelling purchase motivations, helping the brand overcome consumer indifference and capture more of the elusive non-disposer homes.
The Challenge
Despite InSinkerator’s essential role in many kitchens, half of U.S. homes still didn't have one. They needed a deeper understanding of purchase behavior, help managing their sales distribution network and souping up e-commerce. We started with messaging that would break down barriers to first-time buyers.
Gross garbage and the pests that come with it
Through research with non-owners, we identified three primary obstacles: lack of perceived need/benefit, concerns about old homes/pipes and uncertainties related to septic systems. Our shopper journey research revealed a universal consumer problem that transcended these concerns: smelly, messy garbage and the vermin that go with it.
Clean kitchens without noise or mess
The InSinkErator Evolution disposer offered a compelling solution: it cleaned up kitchens quickly, and super quietly with no lingering odors. We needed to make this connection explicit for homeowners that had accepted garbage issues as inevitable. Through detailed customer personas, we mapped the DIY shopper journey and designed communications to address both informational and emotional needs at each stage. This approach allowed us to create targeted messaging that spoke directly to specific consumer segments and geographic markets.
An integrated creative campaign
Our integrated creative campaign delivered Good Wins by driving more than 143,000 unique sessions in limited test markets.
- Achieved 23% repeat visitor rate, indicating strong engagement.
- Delivered 22% goal completion rate (including 55+ seconds on site, search/click "where to buy," video completions, product selector use, or clicks to "buy now").
- Won "Best of Industry: Home Building Integrated Campaign" from the Internet Advertising Competition.
“People who haven’t already considered a garbage disposer are hard to convince. With Preston Spire’s help, our campaign created an iconic raccoon nemesis to grab their attention and put InSinkErator disposers into serious contention for a clean, modern kitchen.”
Get Results Like This
Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Dis parturient montes, nascetur ridiculus mus.
