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BBQ’s Galore – Ziegler Brown Launch Case Study

Challenge:

From mid-November 2014, Weber Barbeques removed all of its products from Barbeques Galore stores. Weber equated to 10-15% of Barbeque’s Galore website traffic.

Our task was to introduce to the market a Weber alternative for Barbeques Galore customers – a Ziegler & Brown product known as “Big Zig!”.

This new product had a higher price point than competitors. It was also an entirely new way of marketing for Barbeques Galore i.e. a product launch not solely supported by a free to air television campaign and not driven by price and promotion promises. For the first time ever, Barbeques Galore would launch a new product with online support.

Solution:

A pre-roll online campaign, to make the online TVCs more engaging and to reach light TV viewers throughout the day.

The campaign premise – a “Weber hijack”.

To minimize the drop in traffic from the Barbeques Galore website due to the deletion of the Weber range, users were followed and re-targeted. In consultation with the client, a custom keyword search segment was established, allowing up-sell of the “Big Zig” to potential Weber customers.

In addition to this, we wanted to demonstrate how online could be used to engage our audience – a first for Barbeques Galore. Paykel recommended using the available TVC with an interactive overlay (a mechanism that allows user interaction) to target barbeque enthusiasts.

This brought the content to the consumer, making for an easier interaction as opposed to relying on consumers having to seek out the product via an internet search.

Results:

Outstanding. All placements exceeded industry averages. Interaction rates were 2.7x above industry average of 3%, which was over 11,000 interactions.