For 65 years, Raid has been the trusted solution for fighting bugs in homes. But when it comes to killing bugs, many people still rely on their shoes—a method that’s far from effective. To change this behavior, Raid turned the most popular choice (shoes) into savings on the most effective one: Raid.

RAID SHOESAVER CANNES 29 HD

For decades, Raid has helped people fight bugs in their homes with proven solutions. However, despite its effectiveness, many consumers still instinctively reach for their shoes when they see a bug. This behavior not only highlights a missed opportunity for Raid but also underscores the need to educate consumers about using the right tools for the job. The challenge was clear: how could Raid transform this common yet ineffective habit into an engaging way to drive awareness and sales?

Shoe Saver is a mobile tool that turns people’s shoe size into savings on Raid products. By simply scanning their shoe label through the app, users unlock discounts based on their shoe size. And since a smaller shoe makes killing bugs even harder, the smaller the size, the better the offer.

To amplify the campaign, Raid partnered with NBA and WNBA stars like PJ Tucker and Arike Ogunbowale, as well as sneakerhead creators with massive followings, including @jvlynjames8 (2.8M), @noahandlori (2.9M), @janelute (868.7K), @wongani.chisi (627.4K), @maddison.lynn (540.8K), @yukku (108.9K), and @mikethecompass (91.6K). These influencers showcased how the app works while connecting with their audiences through their shared love of sneakers.

The Raid Shoe Saver campaign creatively redefined how consumers think about pest control by turning an everyday item—shoes—into a gateway for education and savings. By leveraging partnerships with athletes and sneakerhead influencers, Raid successfully engaged new audiences, educated them on the benefits of Raid, and reinforced its position as the go-to solution for fighting bugs.

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