Safe Ducky is a service that keeps your home and children safe from toxic products. Its founder, Josh Kasteler, is going store to store in Los Angeles, screening inventory for toxic chemicals like lead and cadmium. When he finds something bad, he alerts the retailer and helps them remove the dangerous item from the store shelves and return it to the supplier.
The challenge for Red Cup was to take a local movement helping parents find safer toys and connect it to the national movement that would push greater awareness of Safe Ducky.
On the dev side, we started with a user flow assessment of Safe Ducky’s website. We wanted to be sure that there was a clear statement of the company’s mission and a clear call to action. We added a MailChimp integration, mailing list popups, and an interactive map that allowed web visitors to find Safe Ducky screened stores near them.
On the forward-facing content side, we encouraged the founder, Josh Kasteler, to start writing a blog so that his voice, with all its experience and knowledge, was clearly heard. To increase the speed of consumer adoption, we hired bloggers with strong social followings to write pieces about safe ducky under their own byline. This helped put the brand in the mind of the target consumers – parents and retailers.
We researched Safe Ducky’s strongest audiences, discovering affinity communities on Facebook and Twitter. (Affinity communities are communities who are in “in the movement” with you and are likely to take up your call to action because it also benefits them.) We connected with these communities by starting social media dialogues with them and posting to their pages.
Targeted Facebook ads proved to be an efficient way to move Safe Ducky’s Facebook from zero to more than two thousand friends in just a few weeks. Adding a downloadable Safe Ducky Consumer Guide as collateral helped build the email marketing list.
We worked with press outreach with an A/B testing approach. We tried two ways to pitch Safe Ducky: The first was a parent-centric “keeping your kids safe” tagline and a call to action around discovering the best places to buy safe toys. The second approach emphasized the toy industry’s slow response to toxic chemicals and called for more testing at the retail level.
Both approaches reached their intended audiences. The news approach attracted interest from investigative journalists at the Chicago Tribune and the Los Angeles Times. The parent-centric approach brought us coverage in LA Parent, The Huffington Post, Mom.me, Mommy Greenest, a feature article in Ventura Blvd Magazine, a guest blog by Josh Kasteler in Kids in the House, a guest post in Crafty Frugal Mom, and articles in writing for Organic Authority, the leading voice on organic and green living online.
What we used to run this campaign:
The Safe Ducky campaign used all three of Red Cup’s core offerings: content management and social channels, Facebook advertising, and targeted press outreach resulting in coverage.
What we learned from this campaign:
Safe Ducky is building support for itself on a local level now, with steady additions to its mailing list subscription list, steady growth of Facebook friends, and a steady stream of articles and placements building awareness of the brand. The founder is also doing live demonstrations and events. We all want to go fast. Sometimes the best tactic is to build a base of loyal supporters.