Creating buzz for WD-40

Each summer, Floridians face an invasion of “love bugs,” insects that land on vehicles by the thousands and can be extremely difficult to remove. WD-40 needed to make people aware that its product is a love bug removal life hack.

hfa created an integrated campaign, including digital advertising based on search terms related to love bugs, and a media relations program to spread the word. Meanwhile, street teams provided WD-40 samples at local events to drive trial. Ads on Waze sent people to the nearest purchase locations, and gas station pump handle ads engaged a captive audience, staring at their love bug covered cars. The result was some serious buzz.