For more than 10 years, Termidor SC termiticide/insecticide set the standard for termite control efficacy while earning a loyal following of Pest Management Professionals (PMPs). So how do you convince your loyal customers to upgrade from a great product to an even better one?


BASF tapped the expertise of Padilla to educate its core audience how Termidor HE High-Efficiency Termiticide redefined application, precision, volume, labor and time savings.


Padilla put together a campaign with multiple communication elements, including research to uncover key PMP insights, a video mailer, email, social media, public relations and advertorials. In addition to increasing customers, campaign goals included building awareness of BASF as a company committed to sustainability and increasing trust in BASF.


The top 1,000 customers who continue to rely on the Termidor line were specifically targeted to make the switch with an eye-catching video brochure.


In order to measure campaign effectiveness and changes in awareness and perception, a survey of PMPs was conducted before and after the campaign. Results showed remarkably positive perception changes of Termidor HE High-Efficiency Termiticide, including increased product awareness and an increase in agreement that the new product requires less labor.