Carat Sydney has partnered with Big Red Group’s RedBalloon to launch a Father’s Day campaign covering BVOD, YouTube, Display, Native, High Impact Display, Audio, Facebook, Instagram and Pinterest.
Father’s Day poses both opportunity and challenge for retailers. Approximately +5% more purchases are made for Mother’s Day, however up to +26% more is spent on Father’s Day gifts than Mother’s Day.
Not only was there the usual challenge of competing against many brands and categories during this key hallmark, there was the further challenge faced with experience-led products being chosen during snap lockdowns and border closures.
Applying dentsu’s proprietary planner tool CCS, the agency created bespoke RedBalloon audience segments. This data combined with the creative platform and external factors led to a heavy digital led campaign.
These included contextual program targeting relevant to audiences across BVOD; YouTube Trueview for Shopping ran multiple product cards pushing popular experiences, encouraging viewers to click through to site; and Shoppable native formats encouraged viewers to explore a range of experiences for dad.
The campaign also features across Social, exploring Pinterest, a new channel for RedBalloon, to extend the reach and inspire new customers who don’t engage with Facebook and Instagram.
The creative assets brought to life various experiences that will create lasting shared memories; ocean, driving and dining experiences, with a call to action urging to ‘Gift Dad what he loves’.
Matt Gudge, head of marketing at Big Red Group said, “We wanted to celebrate the bond between father and child and the power of giving or sharing an amazing experience together. Our audiences are looking for inspiration and this is something Dad will never see coming, but he’ll never forget either.”
Carat Team
Scott McCaffrey – Client Partner
Amanda Florence – Client Manager
Brett Eastwood – Digital Director
Callum Coleman – Digital Manager
Anna Ranford – Client Executive
Ashley James – Programmatic Manager
Brodie Hampson – Programmatic Associated
