Britax: ClickTight

  • Services:

    Digital, Video, Identity

  • Client:

    Britax

Britax: ClickTight


Digital, Video, Identity
  • Full Version

Installing a car seat has never been particularly simple, yet getting it right is crucial. So when Britax developed a revolutionary new system that made car seat installation safe, secure AND easy, they needed help getting the word out.

Project Overview

What We Did

Wray Ward was tasked with introducing this technology in a way that highlighted the peace of mind and industry-leading safety features that would be life-changing for parents everywhere. Our comprehensive campaign helped educate consumers about ClickTight using a range of tactics that included a national television spot, online video, digital advertising and a robust website.

Results

With nearly 30 million overall impressions, 500,000 from paid search alone, website visits increased by more than 60 percent, and traffic via social media more than doubled.

  • 30M

    Overall impressions

  • 2x

    Social media traffic

  • 60%+

    Increase in website traffic

Television & Video

With TV and video as primary vehicles for telling the ClickTight technology story, our in-house team concepted, shot and edited a national spot that helped position Britax as the industry leader in innovative safety technology. Targeting viewers based on demographic and psychographic profiles, this national spot ran on networks like HGTV, the Food Network and TLC along with digital distribution networks like Sprout. In total, the spot garnered an estimated 30 million impressions while video on the Britax site was viewed more than 50,000 times.

Digital Experience

Because this technology was completely new and would be unfamiliar to consumers, it was essential to educate parents about how ClickTight worked. Our campaign encouraged audiences to learn more on an interactive microsite that promoted the features and safety benefits of the product and helped close the loop by driving purchases to a Where to Buy page.

Online Advertising

A robust digital advertising campaign tested different calls to action and adjusted messaging accordingly in order to optimize the effectiveness each placement.

Email Marketing

To reach our target at the precise time they were making purchase decisions regarding car seats and strollers, we partnered with our online properties to execute targeted e-newsletters. Leveraging this strong database of parents from prenatal to toddler, we customized messaging and product offerings to align with our target’s age and stage of motherhood.