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SC Johnson's content marketing reaches out to cottagers

Total Control campaign helps Canadians prepare for cottage vacation

Cottage Life is partnering with SC Johnson’s two anti-bug brands, Raid and Off!, on a pair of content marketing programs designed to help cottage-goers enjoy a bug-free summer.

Running May 1 through July 15, the campaigns combine branded videos, custom editorial content, social amplification and user-generated photos, supported by traditional TV and print.

Developed in association with the Raid brand, Cottage Life’s “Total Control” campaign is designed to help Canadians prepared for their cottage vacations via custom how-to videos, editorial and photo galleries divided into three categories of pest control: Attack, control and prevent.

Each piece of content, which includes lists like “The 10 most frustrating pests you’ll face in the Canadian outdoors,” will highlight a specific Raid product designed to deal with that problem.

Presented in partnership with OFF!, “The Get Outside Guide” will feature custom videos, humorous lists, feature Facebook posts and photo galleries designed to entertain cottage-goers while simultaneously highlighting how OFF! products can help with outdoor protection.

All of the content elements are being supported by national broadcast and print, including custom station IDs, lower third and brand-sell spots on the Cottage Life channel, along with broadcast versions of the custom content.

Ads are also appearing in three issues of Cottage Life magazine, while the Blue Ant Solutions (a division of Blue Ant Media, which owns Cottage Life) team will also develop what the company describes as additional “entertaining social content” over the summer.

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