Big Red Group’s RedBalloon has partnered with Carat Sydney for the Gift Dad what he loves campaign.
It’s rolling out on BVOD, YouTube, Display, Native, High Impact Display, Audio, Facebook, Instagram and Pinterest.
About 5% more purchases are made for Mother’s Day, however up to 26% more is spent on Father’s Day gifts.
Tackling this challenge, Carat Sydney applied dentsu’s proprietary planner tool CCS to create bespoke RedBalloon audience segments.
This data, combined with the creative platform and external factors, led to a heavy digital-led campaign. This included TrueView for Shopping running multiple product cards pushing popular experiences, encouraging viewers to click through to site; and Shoppable native formats encouraging viewers to explore a range of experiences for dad.
The campaign also features on Pinterest, a new channel for RedBalloon, to reach new customers who don’t engage with Facebook and Instagram.
Big Red Group head of marketing Matt Gudge says the campaign highlights unforgettable gifts for dad.
“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,” Gudge says.
The creative assets brought to life various experiences that will create lasting, shared memories, with a call to action urging to "Gift Dad what he loves".
The campaign ends on Father’s Day, September 5.
Credits:
Carat:
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
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