Definition 6 Expands Social Media Presence for Rubbermaid Commercial Products to Strategically Increase Product Awareness for the Award Winning Rubbermaid HYGEN™ Clean Water System

Oct 18, 2011, 11:00 ET from Definition 6

ATLANTA, Oct. 18, 2011 /PRNewswire/ -- Definition 6, a unified marketing agency, has significantly increased the social media presence for Rubbermaid Commercial Products (RCP) during the past few months to promote RCP's new Rubbermaid HYGEN™ Clean Water System.  Definition 6 provided consulting services to RCP to establish and activate its social media accounts on Facebook, YouTube and Twitter and build customer engagement on those platforms.  Definition 6 is RCP's agency of record.

In preparation for RCP's attendance at the National Restaurant Association, Restaurant, Hotel-Motel Show (NRA Show) in Chicago on May 22 - 25, 2011, Definition 6 provided counsel and strategy to RCP to optimize customer engagement with RCP's social media assets. Prior to that event, the agency created community cards promoting RCP's social channels, created branded skins for RCP's YouTube, Facebook and Twitter pages specific to the NRA event, and created a Flickr account to drive search results back to RCP's social channels. The goals surrounding the NRA show were to build brand awareness at the event, drive traffic to the RCP booth for product demonstrations and raffles, and to create a platform to engage news media, commercial products sales teams and ultimately, RCP product end users.

During the NRA show, Definition 6's StratCom team of social media and public relations experts captured and uploaded 48 photos to Flickr, and eight product demo and raffle-related videos to YouTube. The agency also created blogs to narrate the events at the show.  Social media activation was successful as RCP's Twitter following increased by 470% in just 48 hours and RCP's Facebook 'likes' increased by 83%.

Currently, Definition 6 is assisting RCP in executing a social media contest where one winner from Facebook and one winner from Twitter will be selected to win a free Rubbermaid HYGEN™ Clean Water System.  Definition 6 implemented RCP's homepage takeover to promote the contest, as well as the custom Facebook application, and is actively promoting the contest through social media channels and monitoring and responding to user comments.

"Social media campaigns are fairly new for the commercial products space," said Allison Tillman, Account Director at Definition 6.  "Working with Definition 6, RCP will continue to optimize its social media assets to build its brand presence, specifically around the new Rubbermaid HYGEN™ Clean Water System - the industry's first mopping solution with an integrated water filter to clean the water."

The Rubbermaid HYGEN™ Clean Water System is a revolutionary product that was recently awarded the 2011 ISSA Product Innovation Award; the system helps improve productivity, reduce water and chemical usage to create a healthier, safer environment. Definition 6 created a video series detailing how the system works.  The videos may be found on the RCP website and on RCP's YouTube channel.

"We are proud to consistently offer our customers solution-based products, like the Rubbermaid HYGEN™ Clean Water System," says Susan Spalding, Director of Marketing Communications at Rubbermaid Commercial Products.  "Winning the recent ISSA Award for this product is a huge testament to its development.  We are always seeking the most effective means possible to communicate the value, innovation and effectiveness of our products to our customers.  To this end, we have seen great success this year from our use of social media by posting contests, videos and blogs – fun executions that bring our brand closer to the needs and interests of our customers in a fun, interactive way."  

Rubbermaid Commercial Products will have a booth at the upcoming ISSA conference on October 18-20, 2011 in Las Vegas.  RCP will continue its social media initiatives during the conference, including a current contest that is running on Facebook.  RCP will also be showcasing its products in a unique way with a special performance highlighting the Rubbermaid HYGEN™ Clean Water System.

To learn more about Rubbermaid Commercial Products or its Rubbermaid HYGEN™ Clean Water System, visit  You can follow RCP on Twitter at @RubbermaidComm, view their Facebook page at, visit their YouTube channel at and read their blog at

About Definition 6

Definition 6 is a Unified Marketing Agency that creates experiences that unite brands and people in motion. Through imagination, innovation and insight, we execute ideas that deliver continued value across all brand interactions. Since 1997, Definition 6 has been helping clients redefine brand experiences by unifying the disciplines of marketing and technology.

With offices in Atlanta and New York, Definition 6 supports a fast-growing client base that includes The Coca-Cola Company, HBO, La Quinta Inns & Suites, USA Networks, VH-1, Sesame Street, Cox Enterprises, Nickelodeon, truTV, Mitsubishi and Cinnabon. For more information on Definition 6's Unified Marketing Services, or to learn more about the agency's award-winning work, please visit

About Rubbermaid Commercial Products, LLC

Rubbermaid Commercial Products, headquartered in Winchester, Va., is a manufacturer of innovative, solution-based products for commercial and institutional markets worldwide. Since 1968, RCP has pioneered technologies and system solutions in the categories of food services, sanitary maintenance, waste handling, material transport, and safety products. RCP, an ISO 9001:2000 manufacturer, is part of Newell Rubbermaid's global portfolio of brands and continues to develop innovative products. Visit

SOURCE Definition 6