It takes just a little bit of RAID Ant Gel, carefully applied, to make real ants bend to our will. We can even make them spell out their own demise, which they do in this film. Ants were harmed in the making of this video.

The campaign was launched on YouTube and Twitter. To date, we’ve spent $174,000 geo-targeting Adults 25-54 in markets where bugs begin to emerge early in the season (e.g., Birmingham, Memphis, Orlando, Tampa-St. Petersburg, San Antonio and New Orleans). We leveraged ant and roach keywords in YouTube search and pest control, insect/entomology terms in YouTube In-stream. We also supported the video with a $10,050 promoted post on Twitter leveraging category keywords in addition to pest control and science interest Twitter handles.

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