Tatum Aleigh Davis

Murphy’s Naturals

Overview

Developed a research-driven integrated marketing and public relations strategy to support the launch of the Mosquito Dodger, a new battery-powered mosquito repellent from Murphy’s Naturals. The campaign was designed not only to introduce a new product, but to strengthen brand positioning and increase awareness among key family and outdoor lifestyle audiences.

Grounded in primary audience research and market analysis, the campaign delivered a full-funnel framework integrating media relations, influencer strategy, digital engagement, experiential activations, and community-driven storytelling.

Campaign themes and positioning framework.

The Business Challenge

Despite national retail distribution, Murphy’s Naturals faced low unaided brand awareness among target audiences. Primary research revealed that a significant majority of surveyed consumers were unfamiliar with the brand, presenting a critical growth barrier ahead of a major product launch.

The challenge was twofold:

  1. Successfully introduce the Mosquito Dodger into a competitive seasonal category.
  2. Reposition Murphy’s from a functional insect repellent brand to a lifestyle-oriented, family-centered outdoor company.

The campaign needed to drive awareness, build trust, and create emotional resonance beyond product utility.

Research & Insights

The strategy was grounded in both qualitative and quantitative research.

Primary Research

  • Conducted interviews and surveys across diverse demographic groups to assess brand awareness and category perceptions.
  • Identified substantial awareness gaps and opportunities for differentiated storytelling.

Market & Cultural Insights

  • Social media plays a growing role in small-brand discovery and impulse purchasing behavior.
  • In-person activations significantly increase consumer trust and purchase intent.
  • Nostalgia and shared experiences are emerging emotional drivers in modern marketing.

Key Strategic Insight:
Families don’t buy mosquito repellent — they buy uninterrupted time together.

This insight informed all campaign messaging and activation concepts.

Strategic Positioning

The campaign repositioned Murphy’s Naturals as a brand rooted in:

  • Togetherness
  • Nostalgia
  • Retreat and outdoor restoration

Rather than focusing solely on product efficacy, the campaign emphasized emotional connection, shared family rituals, and community impact.

Core Messaging Framework:

  • “More than a bug spray — it’s a bond.”
  • “Clean ingredients. Clean conscience.”
  • “From North Carolina, with purpose.”

Campaign Architecture

A full-funnel strategy was developed to guide audience movement from awareness to loyalty.

Awareness

  • Media storytelling
  • Influencer partnerships
  • Social-first digital content

Consideration

  • Product education
  • Founder narrative
  • Community credibility building

Trial

  • Experiential pop-up activations
  • Sample distribution at youth sports and outdoor events

Loyalty & Advocacy

  • User-generated content campaigns
  • Community partnerships
  • Purpose-driven regional activation initiatives

Channel Execution

Media & Public Relations

Developed press materials including press releases, fact sheets, and media pitches tailored to parenting, lifestyle, and regional outlets. Positioned the founder story and veteran-owned background as credibility drivers to strengthen trust and humanize the brand.

Influencer Strategy

Designed a branded “Murphy’s Summer Nights” care package program targeting family and eco-conscious creators.

Created:

  • Messaging toolkit
  • Posting timeline framework
  • Caption guidance
  • Discount code structure
  • Brand alignment criteria

Objective: Drive authentic storytelling, visual user-generated content, and peer-trusted product endorsement.

Social & Digital Activation

Recommended a structured content cadence across Instagram, TikTok, and Facebook.

Tactics included:

  • User-generated content prompts
  • Trend-based TikTok integration
  • Facebook group engagement
  • Product education content
  • Community storytelling features

Focus: Increase engagement, discovery, and long-term brand memorability.

Experiential Marketing

Concepted “No-Mosquito Cool-Off Zones” at youth sporting events and local races.

Designed pop-up activations to:

  • Drive product trial
  • Build in-person brand trust
  • Strengthen family-oriented positioning

Community Activation: “Rebuilding the Roots”

Developed a purpose-driven initiative supporting small businesses in Western North Carolina following Hurricane Helene.

Strategy included:

  • Local influencer engagement
  • Pop-up events supporting small businesses
  • Social spotlight series highlighting recovery stories

This activation aligned brand values with tangible community impact.

Measurement & Success Metrics

Recommended key performance indicators included:

  • Brand awareness lift
  • Earned media reach
  • Social engagement rate growth
  • Influencer conversion tracking
  • Event-based product sampling conversions
  • User-generated content participation volume
  • Website traffic growth

My Role

Served as strategy lead within a collaborative team, driving the development of the campaign’s core positioning, research analysis, and integrated marketing framework.

Led primary audience research synthesis and translated insights into a clear brand repositioning strategy centered on emotional connection and shared outdoor experiences. Developed the messaging architecture, full-funnel campaign structure, and cross-channel activation concepts, including influencer programming, experiential marketing ideas, and community-based initiatives.

Contributed to the creation of press materials, digital activation recommendations, and campaign presentation development. Ensured strategic consistency across all proposed touchpoints, aligning messaging, audience targeting, and channel strategy into a cohesive launch plan.