Pool industry’s creative campaign made a splash helping build retailer confidence against current trends
In the pool leisure industry, businesses are not selling products like chlorine, pumps or pool covers… they are selling lifestyle, fun and enjoyment in their customers’ back yard. When over two thirds of Australians make their buying decisions using the internet, businesses like Daisy need to more than ever be able to influence buying decisions online, as well as offline. This requires an integrated strategy using all media as well as a relevant campaign to engage the target audience.
According to Daisy Pool Covers and Rollers Managing Director Derek Prince, Daisy’s 2014/15 summer campaign #bestsplashchallenge, which officially closed at the end of January with the Grand Prize winner announced this week, tackled this head on.
“The #bestsplashchallenge utilised a pull and push strategy and engaged end customers as well as our retail channel. We built an online audience around fun in the backyard pool by encouraging people to do what we all do… jump in and make a splash! Our customers were reached through the social media Challenge to create the best splash ever and win by getting the most likes on Facebook or Instagram,” Derek said.
Daisy also supported retailers through in-store point of sale material and driving sales to their store through social media. Many retailers got involved promoting the Challenge as well as having a bit of fun.
Southside Pool Services, based in Cannington WA, was the Daisy retailer from which the January and Grand Prize winner Rebecca McLevie collected her prize so Owner Peter Schmidt said he was grateful for the opportunity for the extra promotional exposure and potentially a new customer for his store.
“We were delighted at the chance to be involved with this creative promotional campaign over the last few months, it has really helped build great awareness of our store,” said Peter.
“The combination of social media with the relevant campaign idea was spot-on given their target market is young families around Australia,” he said.
“The number of entrants over the three months exceeded our expectations, the exposure of the challenge to consumers was also beyond our expectations, and the interaction with our consumers was absolutely fantastic,” said Derek.
Read Pool + Spa article here.