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Fire Safety in Numbers

Promoting public awareness through online content marketing.

Client
Fire Prevention Forum
Branch
Safety
What
Online Marketing

Summary

Using online marketing and social media to effectively promote low involvement products can be challenging. Our successful smoke detector public awareness campaign demonstrates techniques that make it work. Top-level audience engagement was the result.

Promoting public awareness through online content marketing. - Slide
Promoting public awareness through online content marketing. - Slide
Promoting public awareness through online content marketing. - Slide
Promoting public awareness through online content marketing. - Slide

In such a fast paced medium, would people take the time for fire safety?

Most of our online advertising campaigns are designed to generate concrete sales leads. However for the Smoke Detectors Save Lives public awareness campaign, our goal is awareness. The big question when we began this project: would we be able to use our familiar online marketing tools to enhance and expand upon our already strong smoke detector public relations work? In such a fast paced medium, would people take the time for fire safety?

Since for most people the theme of smoke detectors is not part of their daily focus, the greatest challenge would be finding topics that command attention and awaken their interest. An essential part of that would be to divide our target audiences into separate categories for general public, specific regions, homeowners and for professional influencers like firefighters who are genuinely passionate about the subject.

Some of these have been the most discussed ads we have ever created.

Themes range from basic installation, choosing a reliable model and addressing new mandatory smoke detector laws in specific states. Other more advanced influencer topics include smoke detector certification and technology standards. Platforms include Facebook, Google AdWords and Outbrain.

In addition to carefully matching content with target audiences, a big success factor turned out to be the use of funny and entertaining videos and animations to help deliver our messages. The result has been a remarkably successful campaign with the best ads bringing in top-level engagement. This often comes in the form of lively user discussions in the comments below the ads. Indeed some of these have become the most discussed ads we have ever created.