Product launch for Backyard Discovery
Launching a new product to drive demand and online sales
About Backyard Discovery
Backyard Discovery is a leading brand in the premium outdoor living space. They’re well known for high-quality swing sets, playhouses, gazebos, pergolas, and more. Each piece is crafted to hold up to the rigors of outdoor environments while also incorporating beautiful designs so that customers can bring long-lasting and aesthetically appealing pieces to their backyards.
The project
Backyard Discovery had created an entirely new product line—the Cabana Pergola collection. Capturing the coziness of a cabana with the roof of a pergola, they wanted to communicate the unique features of this new line through photography, videography, and a new microsite. They also wanted to drive product awareness and revenue through a targeted campaign which included SEM, email, paid & organic social, SEO, and video marketing.
Customer research
- We leveraged customer research surveys and studies to understand customer needs and wants and why they buy outdoor furniture.
- Research showed the ideal customer aspired to the lifestyle of having a luxury backyard space.
- These customers value relaxing and entertaining in their outdoor space, and they desire high-quality outdoor furniture that adds value to their home.
- This insight guided the creative direction for the video, photography, and microsite.
Microsite creation
- We created a microsite to give the Cabana Pergolas a dedicated web presence without the distractions of the other products available on the main brand site.
- The microsite shares the aspirational creative direction of the videos and showcases product benefits with strong calls to action.
Videos & photography
- We created original videos and photography to highlight the features of the new Cabana Pergola collection.
- The theme of “Rediscover your backyard” was used to encourage customers to imagine the possibilities of bringing this all-new option to their outdoor space.
Product Photography
Paid Media
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