PENGUIN BRAND DRY ICE CAMPAIGN SUMMARY
Social Media
Public Relations
Media Planning & Strategy
Project Description
Dry Ice is a multi-million dollar industry and a category in which Airgas, Inc. is used to dominating with more than 80 percent market share. In 2011, Airgas tasked its agency of record, Brandware Public Relations, to maintain its market-leading position and increase sales for its consumer dry ice brand, Penguin. In a category where annual sales for the past three years consistently hovered around $100 million with little to no growth, it was no easy task. Brandware recommended an aggressive digital and social media campaign that included the creation of an online destination for dry ice enthusiasts. The cornerstone of this campaign was the Penguin Brand Dry Ice blog (www.dryiceideas.com) which included safe handling instructions, creative uses of dry ice and a store locator application to drive foot traffic to retail locations. • The optimized site is performing well on the search engines and DryIceIdeas appears in the first page of Google search results for “dry ice” and in the top three results when users search “where to” either “buy” “purchase” or “find” dry ice. • The Airgas Dry Ice business unit saw an 11 percent jump in sales during the first year following campaign launch.Client
Penguin Brand Dry Ice
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