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 to both introduce the product and reposition Murphy’s Naturals as a family-centered outdoor lifestyle brand. Grounded in primary audience research and market analysis, the strategy integrated media relations, influencer partnerships, digital engagement, experiential activations, and community-driven storytelling.

The campaign focused on building emotional connection with families while positioning Murphy’s Naturals as a brand rooted in outdoor experiences, togetherness, and purpose-driven values.

My Role

Served as strategy lead within a collaborative team, helping develop the campaign’s core positioning, research synthesis, and integrated marketing framework.

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

Also contributed to press materials, digital activation recommendations, and campaign presentation development while ensuring strategic consistency across all proposed touchpoints.

This campaign was developed as my capstone project in the UNC Hussman School of Journalism and Media under the guidance of PR executive and adjunct professor Natalie Best.

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

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”

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

Advisor Feedback

“Tatum is a strong communicator and a dedicated and insightful student who consistently demonstrates professionalism and creativity.”
Natalie Best
UNC Hussman School of Journalism and Media
French/West/Vaughan