New Product Launch
How we helped position a new product with creative messaging & design.
THE HIGHLIGHTS
- Creative direction for the campaign
- Messaging
- Tagline
- Microsite
- Videos
- Product photography
- Paid Media
The Vision
Backyard Discovery, a leading brand in the premium outdoor living space, came to LimeLight Marketing wanting to create a new product launch campaign for their Cabana Pergola collection. This would include videos, product photography and a microsite. The videos would be used online and at the point of sale at major brick and mortar retailers.
Great! We have an expert video production team and website design and development experts who could absolutely do that.
As we pulled together ideas for the campaign, we considered multiple approaches – some that led with the emotions and experience related to the product, and others that focused on product features and benefits.
Before we could land on the best direction that would confidently create demand and drive sales, we wanted to understand the customer and what emotions and factors drive their decisions related to outdoor furniture.
The Approach
We leveraged customer research surveys and studies to understand customer needs and wants and why they buy outdoor furniture.
Research showed that the ideal customer aspires to the lifestyle of having a luxury backyard space. They value relaxing and entertaining in their outdoor space, and they desire high-quality outdoor furniture that adds value to their home. We let this insight guide the creative direction for the video, photography, and microsite.
The videos speak to the emotional desires of the buyer and confirm those emotions with features and benefits that customers value most.
The Execution
Once we had a strategy, we wrote product messaging and brainstormed campaign themes. We ultimately landed on “Rediscover Your Backyard”, which taps into the emotional desires of the target audience and plays with the company name – Backyard Discovery.
Product Photography
Paid Media
The Microsite
We created a microsite to give the Cabana Pergolas a dedicated website. Campaign efforts drive customers to the microsite which focuses exclusively on the Cabana Pergolas, without the distractions of the main site. The microsite shares the aspirational creative direction of the videos and showcases product benefits with strong calls to action.
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