Setting a record for a chemical supplier’s largest ever product launch
Background
In the world of lawns and golf courses, grubs and armyworms are the stuff of nightmares: They appear without warning. They feed on healthy grass and roots. And by the time the damage is visible, it’s often irreversible.
Like other specialty chemical suppliers, FMC’s Global Specialty Solutions (now part of Envu) carried products for fighting grubs and armyworms. But now the GSS team had developed a new, more effective insecticide — one that would support their expansion into the lawn and golf markets. It was time to spread the word about Durentis.


The challenge
The market was already flooded with solutions for managing grubs and armyworms. But since these pests aren’t as common or visible as insects like mosquitos, there was a lack of awareness about the need to prevent grubs and armyworms before they struck.
That’s where GSS tapped FVM. Our tasks: Show GSS clients the real threat of grubs and armyworms. Prove how Durentis outperforms other insecticides. And launch the product in an attention-grabbing, memorable way.
Our solution
The turnaround was tight, so we got to work in two strategic phases.
We began with the core concept. To inform our messaging, we dug into the product and its competitors to find compelling differentiators. Our team also got into the minds of the audience, highlighting head-turning benefits: long-lasting protection, earlier application windows, and easy compatibility with other treatments.
In the second phase, we built the advertising strategy. Our team reviewed previous tactics to see which approaches would perform best. We dove into HubSpot to fully leverage GSS’s existing tools and audiences. And we mapped out compelling comparison charts, email series, and state-specific updates to entice and guide prospects.



Results
FVM’s work for Durentis led to the largest single-product launch in GSS’s history.
Along with a swell of traffic and engagement, the tactics earned 58 new customers — an impressive increase for a market leader with a well-established customer base. We also celebrated a 16% campaign open rate — roughly 3% higher than comparable campaigns.
With a winning new product and an eager, engaged audience, the GSS team is poised to continue its rapid growth into new markets.
Ready to get started?
Contact us to discuss how FVM can support your B2B marketing goals.