Bench understood that purchasing child safety products, such as car seats or strollers, is a deeply considered decision for parents that often involves multiple touchpoints; sometimes even including advice from the grandparents! With that in mind, Bench developed a holistic approach that emphasised building Britax’s first-party audiences and leveraging this data in a wider digital media campaign for further consideration and in-store purchases.
To achieve maximum impact for Britax’s new product launches, Bench harnessed the power of programmatic advertising to target new parents at scale through Social Display, Online Video and BVOD. Through Paid Social, Bench further helped to build Britax’s first-party data, alongside re-engaging potential customers that previously interacted with the brand. Paid Search kept Britax front-of-mind against competitors and capitalised on the brand’s renowned name.
Through data-driven business intelligence, Bench proactively optimised their approach to drive high-quality traffic to the Britax website. The results perfectly illustrate the impact of a consolidated digital approach with a Social conversion uplift over 156% and a Search conversion uplift over 250% compared to audiences who were not exposed to upper-funnel campaign activities.
Britax experienced significant growth in website quality traffic, social media engagement, and, most importantly, in-store sales. Overall, Bench’s innovative full-funnel strategy enabled Britax to expand and consolidate their digital media presence, fueling growth and greater trust for the famous brand.