EarthKind: Storytelling to Change an Industry.
Client
EarthKind
Service
Brand Storytelling & PR
Industry
Social Impact
Impact
1.2B+ Consumer Impressions
"Great communications campaigns don't just generate awareness - they help change markets."
The Challenge
EarthKind® founder and CEO Kari Warberg Block set out to transform an industry long dominated by toxic chemical pest control. Her vision was simple yet ambitious: help consumers embrace a more harmonious approach that works with nature, not against it. This was never just about selling pest control - it was about helping people understand that every animal, insect, and plant has a role to play in a healthy ecosystem, while proving that effective pest prevention doesn't require harmful chemicals.
The Opportunity
As consumers spent more time at home throughout 2020, purchasing priorities shifted dramatically. Home improvement, wellness, and products that created safer, healthier living environments became increasingly important. At the same time, authenticity became a defining factor in purchasing decisions, with consumers gravitating toward brands whose values aligned with their own. For EarthKind®, this created the perfect moment to elevate a purpose-driven story.
Our Strategic Thinking
Authenticity was already embedded in the EarthKind® brand - every product reflected the belief that nature provides smarter solutions to everyday problems. We built our 2021 communications platform around that same philosophy, launching "The Year of Naturally Smarter Pest Prevention." Rather than simply promoting products, the campaign educated consumers on safer, nature-inspired approaches to protecting their homes while reinforcing EarthKind®'s leadership in sustainable pest prevention.
Execution
Our integrated PR campaign centered on earned media and thought leadership, positioning Kari Warberg Block as the trusted expert behind the movement toward naturally smarter pest prevention. Compelling storytelling, seasonal media outreach, and expert educational content generated consistent national coverage that reached consumers exactly where they were seeking trusted home and lifestyle advice.
The Outcome
EarthKind® earned widespread coverage across leading consumer media - including Martha Stewart Living, House Beautiful, Real Simple, Good Housekeeping, Yahoo Lifestyle, and hundreds of additional outlets - generating 1.20B+ consumer impressions and 973 placements over a nine-month campaign.
Why It Mattered
Great communications campaigns don't just generate awareness - they help change markets. Working with EarthKind® since 2016, we supported a brand that challenged decades of consumer thinking around pest control. Together, we helped elevate the conversation from "kill pests" to "prevent pests naturally," contributing to a measurable shift in consumer adoption of plant-based alternatives. By 2022, EarthKind reported helping reduce reliance on poison/kill pest control methods in the home from 98% to 89% over the previous decade.
"The Year of Naturally Smarter Pest Prevention" - earned-media and founder thought-leadership that helped shift an entire category.
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