Square D

Thinking Outside the Fuse Box

An unknown brand

If you’e an electrician, Square D is a big brand name, but if you’re a consumer, the name is not so big.

As a maker of high quality home electrical protection products, Square D was relatively unknown. They had low awareness among consumers, and were considered a commodity by professional electricians. It became very clear to us at K&A that Square D needed help standing out.

We created a persuasive marketing strategy that spoke to the emotions of consumers—namely, that their expensive household appliances needed protection. To visualize the problem, we focused on the only part of the home electrical system that all consumers are aware of—the simple wall socket.

An unexpected surge

Just a week after launching the campaign, Square D’s web traffic surged to ten times the highest ever recorded in the history of the company. That’s what we call powerful results.