Overview
Who
Boomerang Kids
What
- Product and Brand Launches
- Branding
- Logos and Corporate Identities
- Graphic Design
- Campaign Management and Execution
- Marketing and Communications Strategy
- Email Campaigns
- Copywriting
- Printing
- Social Media
- Advertising
Challenge
It’s no secret that Black Friday and the holiday season are important for retailers. For our client Boomerang Kids, it was an opportunity to engage new and existing customers throughout their entire franchise system across Ontario and Quebec.
Our challenge was to create an integrated system-wide campaign that included both online and offline marketing tactics and cut through the cluttered landscape of Black Friday and holiday deals.
Target
The goal was to build awareness, drive foot traffic and increase sales by making a big impact with the target audiences of parents and grandparents.
Execution
We helped Boomerang Kids rebrand Black Friday as Purple Friday and then developed a unique on-brand design for the promotion and integrated it through in-store signage, organic social media content, paid social media advertisements and email marketing messages. We also developed follow-up collateral for Cyber Monday deals and holiday specials.
Critical to the success of this campaign was the use of re-targeting and custom audiences using their existing customer base and website visitors. For example, we uploaded the email marketing list into Facebook and Instagram’s advertising platforms and ran ads that complemented the email marketing messages and in-store posters.
As a way of continuing customer engagement, we also developed a direct mail campaign and number of other innovative campaigns for Boomerang Kids, including a fun and interactive “Amazing Race” style contest called FAM JAM.
Solutions
Purple Friday Campaign Strategy and Design
The Boomerang Kids brand is recognizably purple so that was an important element to integrate into the Purple Friday campaign across both digital and print channels. We created in-store posters, social media graphics and email templates to establish a consistent-looking campaign.
Design and Social Media Ads
After the success of the Purple Friday campaign, we continued the marketing strategy through promotions for Cyber Monday, Christmas and Boxing Day. The 12 Days of Christmas campaign featured additional posts for each day that would promote a unique giveaway item.
Direct Mail Campaign
We assisted Boomerang Kids by designing a bilingual direct mail campaign with the goal of increasing brand and business awareness.
FAM JAM Campaign Strategy and Design
To maintain customer engagement, we developed a 4-week long campaign called FAM JAM, which featured a scavenger hunt style activity, regular in-store promotions and a grand prize winner at the end. Over 140 teams participated in upwards of 600 creative challenges in Ontario and Quebec.
The first step was to establish a playful logo for the campaign that leveraged elements of the existing brand for easier recognition. From there, we designed a variety of items, including posters, flyers, icons and social media graphics.
Email Blasts
In order to help brand consistency across store locations, we designed and built a series of Constant Contact email templates that are customizable for the different types of promotions they run at Boomerang Kids.
Social Media Support
To help promote the Boomerang Kids brand on social media (Instagram and Facebook), we created a series of social media images and managed social media interactions.
Results
Purple Friday Campaign
We saw a 600% return on investment for the 100% increase in sales for some stores, compared to the previous year’s Black Friday sales. Many of the stores set single day sales records and all of the stores had lineups upon opening the doors.
Cyan worked on the strategy, design and implementation of our Purple Friday promotion and we had lines around the block. The campaign yielded a 600% return on investment for us… Needless to say, we’re thrilled
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