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BACKYARD DISCOVERY

Drive product awareness beyond the backyard

DIGITAL CAMPAIGN
THE ASK

Campaign launching new product

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.

THE PROCESS

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

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.

Backyard Discovery Branding
THE RESULTS

What our clients say

Backyard Discovery Campaign Pat Barnett

“Limelight Marketing does an amazing job and have been a great partner for our product launch. From creative concepts to video to website design and development they are organized, fast, make recommendations and do fabulous work.”

PAT BARNETT

VP PRODUCT & MARKETING

BACKYARD DISCOVERY

READY TO SQUEEZE THE DAY?