Atlanta, GA, October 18, 2011
Definition 6 Expands Social Media Presence for Rubbermaid Commercial Products to Strategically Increase Product Awareness for the Award Winning Rubbermaid HYGEN Clean Water System
Definition 6, a unified marketing
agency, has significantly increased the social media presence
for Rubbermaid Commercial Products (RCP) during the past few months
to promote RCP's new Rubbermaid HYGENTM Clean Water
System. Definition 6 provided consulting services to RCP to
establish and activate its social media accounts on Facebook,
YouTube and Twitter and build customer engagement on those
platforms. Definition 6 is RCP's agency of record.
In preparation for RCP's attendance at the National Restaurant
Association, Restaurant, Hotel-Motel Show (NRA Show) in Chicago on
May 22 - 25, 2011, Definition 6 provided counsel and strategy to
RCP to optimize customer engagement with RCP's social media assets.
Prior to that event, the agency created community cards promoting
RCP's social channels, created branded skins for RCP's YouTube,
Facebook and Twitter pages specific to the NRA event, and created a
Flickr account to drive search results back to RCP's social
channels. The goals surrounding the NRA show were to build brand
awareness at the event, drive traffic to the RCP booth for product
demonstrations and raffles, and to create a platform to engage news
media, commercial products sales teams and ultimately, RCP product
end users.
During the NRA show, Definition 6's StratCom team of social
media and public relations experts captured and uploaded 48 photos
to Flickr, and eight product demo and raffle-related videos to
YouTube. The agency also created blogs to narrate the events at the
show. Social media activation was successful as RCP's Twitter
following increased by 470% in just 48 hours and RCP's
Facebook 'likes' increased by 83%.
Currently, Definition 6 is assisting RCP in executing a social
media contest where one winner from Facebook and one winner from
Twitter will be selected to win a free Rubbermaid
HYGENTM Clean Water System. Definition 6
implemented RCP's homepage takeover to promote the contest, as
well as the custom Facebook application, and is actively
promoting the contest through social media channels and monitoring
and responding to user comments.
"Social media campaigns are fairly new for the commercial
products space," said Allison Tillman, Account Director at
Definition 6. "Working with Definition 6, RCP will continue
to optimize its social media assets to build its brand presence,
specifically around the new Rubbermaid HYGENTM Clean
Water System - the industry's first mopping solution with an
integrated water filter to clean the water."
The Rubbermaid HYGEN™ Clean Water System is a revolutionary
product that was recently awarded the 2011 ISSA Product Innovation
Award; the system helps improve productivity, reduce water and
chemical usage to create a healthier, safer environment. Definition
6 created a video series detailing how the system works. The
videos may be found on the RCP website and on RCP's YouTube channel.
"We are proud to consistently offer our customers solution-based
products, like the Rubbermaid HYGEN™ Clean Water System," says
Susan Spalding, Director of Marketing Communications at Rubbermaid
Commercial Products. "Winning the recent ISSA Award for this
product is a huge testament to its development. We are always
seeking the most effective means possible to communicate the value,
innovation and effectiveness of our products to our
customers. To this end, we have seen great success this year
from our use of social media by posting contests, videos and blogs
- fun executions that bring our brand closer to the needs and
interests of our customers in a fun, interactive way."
Rubbermaid Commercial Products will have a booth at the upcoming
ISSA conference on October 18-20, 2011 in Las Vegas. RCP will
continue its social media initiatives during the conference,
including a current contest that is running on Facebook. RCP
will also be showcasing its products in a unique way with a special
performance highlighting the Rubbermaid HYGENTM Clean
Water System.
To learn more about Rubbermaid Commercial Products or its
Rubbermaid HYGENTM Clean Water System, visit www.rubbermaidcommercial.com. You can
follow RCP on Twitter at @RubbermaidComm, view their Facebook page at facebook.com/rubbermaidcommercial, visit their
YouTube channel at youtube.com/user/rcpworksmarter and read their
blog at blog.rcpworksmarter.com/.
About Definition 6
Definition 6 is a Unified Marketing Agency that creates
experiences that unite brands and people in motion. Through
imagination, innovation and insight, we execute ideas that deliver
continued value across all brand interactions. Since 1997,
Definition 6 has been helping clients redefine brand experiences by
unifying the disciplines of marketing and technology.
With offices in Atlanta and New York, Definition 6 supports a
fast-growing client base that includes The Coca-Cola Company, HBO,
La Quinta Inns & Suites, USA Networks, VH-1, Sesame Street, Cox
Enterprises, Nickelodeon, truTV, Mitsubishi and Cinnabon. For more
information on Definition 6's Unified Marketing Services, or to
learn more about the agency's award-winning work, please visit www.definition6.com.
About Rubbermaid Commercial Products, LLC
Rubbermaid Commercial Products, headquartered in Winchester,
Va., is a manufacturer of innovative, solution-based products for
commercial and institutional markets worldwide. Since 1968, RCP has
pioneered technologies and system solutions in the categories of
food services, sanitary maintenance, waste handling, material
transport, and safety products. RCP, an ISO 9001:2000 manufacturer,
is part of Newell Rubbermaid's global portfolio of brands and
continues to develop innovative products. Visit www.rubbermaidcommercial.com.