Thermacell appoints Born Social for social strategy

Campaign content will focus on how consumers experience outdoor living across the US

Born Social has been appointed by Thermacell to lead performance creative, influencer strategy and social-first campaign development in the US, as the mosquito repellent brand looks to strengthen its cultural relevance and expand its social media presence.

The partnership supports Thermacell’s broader shift from a heritage-led positioning toward a social-first marketing approach focused on creator partnerships, entertainment-driven content and performance marketing ahead of the summer mosquito season.

Creator-led strategy targets outdoor audiences

Under the partnership, Born Social will develop integrated campaigns combining brand awareness and sales activation across social platforms. The agency’s remit includes performance creative strategy, influencer partnerships and the production of social-first creative designed to connect with audiences through culturally relevant outdoor experiences.

Campaign content will focus on how consumers experience outdoor living across the US, including backyard gatherings, camping trips, fishing outings and other seasonal activities. Thermacell said the strategy aims to reach a broad audience spanning casual outdoor users, hobbyists, Gen Z and millennial consumers.

The agency will work with creators across multiple US regions to produce localised content informed by regional culture and behaviour. Paid media support will amplify creator content to drive awareness and measurable campaign outcomes.

Social-first campaign launches for summer season

The first campaign activity is scheduled to launch at the end of May and will continue throughout the summer. According to the companies, the campaign approach is built around producing entertaining content that integrates naturally into social feeds rather than interrupting users with traditional advertising formats.

Kenneth Voshell, Senior Global Brand Manager, Thermacell: "As we evolve our marketing approach, we were looking for a partner who can turn the everyday challenge of mosquitoes into culturally relevant, social-first content. By solving the nuance and frustration of mosquitoes in a simple, effective way, Thermacell has an opportunity to show up in consumer moments with real utility. Born Social stood out for their ability to translate cultural insights into creative ideas that resonate, while delivering measurable outcomes through scalable, authentic content and influencer partnerships."

Paddy Smith, Chief Creative Officer, Born Social: "It's always exciting when you're tasked with earning attention, creating comprehension and driving conversation all within one campaign. Building performance with a creator-led approach forces you to bring storytelling into everything you do, but this is where social-first thinking works best - creating advertising that feels truly authentic."

Born Social expands US presence

The Thermacell appointment adds to Born Social’s recent growth in the US market. The agency was recently named social agency of record for Nikon Inc. as it continues to expand its US client portfolio and service offering.

www.thermacell.com

www.bornsocial.com

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