Backyard Adventures
Case Study: Residential Outdoor Play Sets
Client: Backyard Adventures
Media Used: Internet
Objective:
The goal was to reach children and their parents in a fun and friendly way to share with them the Backyard Adventures product line and invite them to request a catalog from a dealer nearest to them.
Challenge:
The media had to engage both parents and children simultaneously in a contextually relevant environment. The messaging needed to be kid-friendly and lively, while being informative enough for parents to want to learn more. Once on the Backyard Adventures website, the process of locating a dealer nearby and submitting a catalog request had to be effortless in order to ensure conversion.
The Solution:
We secured prominent placements within sites where parents and their children interact daily for learning and fun. Along with these contextually relevant placements, we used behavioral targeted units to engage parents who have shown an interest in children’s recreational activities and physical fitness. To ensure that locating a dealer and requesting a catalog was simple, we drove people to an interactive map with a special 800 number, which only required a click to find.
Results:
The campaign proved to be a great success by driving qualified site traffic up by 25% within the first two weeks of the campaign and 35% by the end of the two month flight. Catalog requests realized a 20% lift overall.