From social media monitoring I knew that wasps were the most mentioned and emotive pest, and devised a promotion called #UKWaspWatch to engage UK Twitter users. People were encouraged to log sightings of wasps on map by tweeting using the #ukwaspwatch hashtag. As it was devised to appeal to the online community while also generating content for print media, the app enabled an extensive PR campaign to take place around wasp season.
During the duration of the campaign, enquiries for Rentokil’s wasp services increased by 25% year-on-year. Mass coverage of the #UKWaspWatch initiative included The Daily Mail, The Sunday Telegraph, The Sun, The Express, The Guardian, BBC News Online and Sky News Online. 76 articles featured the campaign in just three months.