World’s Longest Swing Set

Objective

As Creative Director, my goal was to design and execute a compelling marketing campaign that would raise awareness about the brand, foster a connection with consumers, and highlight the company’s dedication to promoting Backyard Discovery and the benefits of outdoor play.

Strategy

1. Collaborate with the Backyard Discovery team to understand their goals and objectives, as well as the values and mission of Big Brothers Big Sisters.
2. Develop a concept that encapsulates the essence of the brand and communicates its commitment to innovation and community involvement.
3. Design and produce a promotional video, website, and brand refresh that resonates with the target audience and showcases the company’s products in a captivating way.
4. Implement a Guinness World Record-breaking event as the cornerstone of the marketing campaign.

Execution

1. Conducted in-depth research and analysis to identify the brand’s strengths, weaknesses, and opportunities for growth.
2. Developed the concept of “The World’s Longest Swingset” as a visual representation of the company’s commitment to innovation and community engagement.
3. Worked closely with the Backyard Discovery team to design and produce a promotional video, website, and brand refresh that effectively communicated the brand’s message and showcased their high-quality products.
4. Coordinated with the Guinness World Records team and Backyard Discovery to plan and execute the record-breaking event, ensuring all necessary criteria were met.

Results

1. Successfully built and unveiled the world’s longest swing set, measuring 171.52 meters and comprising 51 individual Backyard Discovery sets.
2. Garnered extensive media coverage and social media engagement, resulting in increased brand visibility and awareness.
3. Strengthened relationships with customers and the community by donating all 51 swing sets to qualifying families during a giveaway event in South Florida’s Markham Park.
4. Solidified Backyard Discovery’s reputation as a leading manufacturer of high-quality outdoor play products and an advocate for children’s health and well-being.

Creative Director’s Contributions

1. As Creative Director, my role included:
   1. Developing the overall creative vision for the campaign and guiding the team throughout the project.
   2. Collaborating with Backyard Discovery and Big Brothers Big Sisters to understand their goals and objectives.
   3. Providing strategic direction on the promotional video, website design, and brand refresh.
   4. Supervising the execution of the Guinness World Record-breaking event and ensuring its success.

   Through effective collaboration, creative vision, and strategic planning, the Backyard Discovery marketing campaign successfully achieved its objectives and generated significant positive impact for the brand and the community.

Additional Results: Impact of the Website Build

In conjunction with the marketing campaign, the project also involved building a new website for Backyard Discovery. The website redesign contributed significantly to the overall success of the campaign, yielding impressive results:

1. A 324% increase in online revenue.
2. A 184% increase in natural search traffic year over year.
3. Creation of a multi-million-dollar sales channel through Amazon (from nearly nothing), with an average advertising cost of sale of 16%.
4. The major sale event for the year, held in December 2017, saw a remarkable growth with direct traffic at 3,548 versus 1,441 the previous year, resulting in a 147% growth.
5. Reduced overall cost per acquisition (CPA) costs by 350% while increasing overall conversion totals.

Client Quote

“We’ve received very positive feedback, and some very nice press in Fortune online.”

The successful website build, combined with the World’s Longest Swingset campaign, further solidified Backyard Discovery’s reputation as a leading manufacturer of high-quality outdoor play products while also improving their online presence, driving traffic, and significantly increasing revenue.

Of all the projects I’ve ever worked on, the Backyard Discovery campaign has been the most fulfilling and is the one I’m asked about the most.