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How we helped Boomerang Kids achieve a marketing ROI of 600%

Case Study

For over 25 years, Boomerang Kids has been Ottawa’s go-to store for new and used children’s clothing, toys and equipment.

Boomerang Kids

Overview

Who

Boomerang Kids

What

  • Branding
  • Logos and Corporate Identities
  • Product and Brand Launches
  • Marketing and Communications Strategy
  • Graphic Design
  • Campaign Management
  • Email Design
  • Copywriting
  • Printing
  • Social Media
  • Advertising

Mission

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

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

  • Amanda Lauzon
  • Owner

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