Branded Platform For Insect Education
Based on the success of the “bunny bee” character in Europe, Tender Corporation wanted to bring the character to the U.S. market, but needed to re-define its image and personality to fit the US lifestyle. Social media activities showed that moms responded to educational messages about insects as a way to know how to be prepared to provide bug bite relief for their families
Website & Blog
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To jump start the campaign, six “fake news” videos warning of a new mystery bug were created and posted on Facebook, gaining hundreds of thousands of views prior to peak selling season. We revealed the character as brand spokesbug on April 1, and gained publicity and TV coverage of the news stories as an April Fools stunt. Social media was used to help generate the name Professor Bugsbee and national advertising, along with blogs and social media posts based on the character delivered valuable insect awareness content and promotions throughout the year.
Digital Ads, Internet Videos, & Signage
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The campaign has played an important role in helping After Bite evolve from a specialty product best known by outdoor enthusiasts to a mainstream “mom” targeted HBA item. As a result, a significant sales increase was achieved versus prior year performance