RedBalloon
Monumental 18.9% YOY increase in revenue knocks the socks off this Father’s Day campaign
The Background:
RedBalloon is the market leader for online experience gifting. Despite their brand awareness being at 80%, their brand consideration was lacking at 20%. With Father’s Day their second biggest sales period, maximising conversions was of major importance.
RedBalloon Tasked Ultimate Edge With:
• Increasing brand awareness and consideration.
• Driving quality traffic to the website, aiming for a 16% increase in traffic from the last campaign.
The Challenge:
It’s a common misconception that dads are hard to buy for because they’re not vocal about what they like. This means, come father’s day, they often receive the same practical gifts like socks and jocks. We had to cut through that mindset to tell consumers where to look to pick up on dad’s often not so subtle hints which get laughed off as dad-jokes.
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We wholeheartedly trust and rely on Ultimate Edge for the right media advice and consider them an extension of our marketing team. They go well above the call of duty and know how to strike the perfect balance of performance media and brand engagement. We see Ultimate Edge as a true business partner, not just a supplier.
Our Solution:
Humour and love go hand in hand, so to capture the hearts of Australians, the brand story we created revolved around Dad dropping extreme obvious hints about what he really wants for Father’s Day – an experience he can make memories from. With the stereotype of Dads always getting boring socks and jocks, we wanted to give RedBalloon’s customers a hint at what they could buy Dads across Australia – gifts that they really want, but haven’t necessarily ever hinted at out loud.
With the tagline “take the hint this Father’s Day”, Ultimate Edge produced all creative assets including video production. We were able to decipher past campaign results and maximise strategic success based on these findings. Casting Gus Worland, much-loved Australian TV and radio talent, as Hero Dad, we created a series of commercials that presented both humour and strong visuals to get customers to “take the hint this Father’s Day”. Shot in one day on Sydney’s Northern Beaches, we produced punchy 16-second and 6-second bumpers ads and an array of visually appealing display ads, which were dispersed across YouTube and on publishers like news.com.au.
By utilising key findings from previous campaigns to create an expansive reach and fantastic customer reception, each campaign we work on for RedBalloon has exceeded its predecessor. Trueview YouTube ads drove a giant 50.27% completion rate, an overwhelming success compared to the industry benchmark of 25%. Overall, the Father’s Day campaign delivered 200% extra completed views than booked, with 1.5 million completed views through 57 million impressions.
YouTube Bumper Ads delivered the highest number of conversions, and a CTR of 0.31% was far higher than the last two campaigns. The Father’s Day campaign increased direct traffic to the site by over 16%, with other digital traffic up by 182%.
The campaign was a huge success, ramping up RedBalloon’s revenue by 18.9% year on year! Increased brand awareness, consideration and conversion are pivotal to each campaign, but also boost revenue long-term, when customers consider RedBalloon for future gifting needs.
