B4Adventure partnered with Volume Nine to promote their American Ninja Warrior product line and holiday campaigns, boosting social media conversions by 1,500% and achieving a 33% engagement rate—far surpassing industry benchmarks!
B4Adventure partnered with Volume Nine to promote their American Ninja Warrior product line and holiday campaigns, boosting social media conversions by 1,500% and achieving a 33% engagement rate—far surpassing industry benchmarks!
B4Adventure is an international manufacturer of nearly 200 outdoor adventure and play products across four brands: Slackers, American Ninja Warrior, Playzone-Fit, and 4Fun. It caters to all ages, from toddlers to adults, and promotes outdoor activity and adventure.
B4Adventure wanted to promote its new American Ninja Warrior product line while also aligning these efforts with its holiday sales campaign to enhance the overall customer journey. The company needed to increase awareness of its products among a specific audience and drive conversions through a cohesive marketing strategy.
Audience Funnels
Volume Nine developed a comprehensive audience funnel strategy. The team identified outdoor-enthusiast parents with related interests as the primary target audience, supplemented by lookalike audiences already familiar with B4Adventure. We created separate funnels for each audience segment, focusing on building awareness at the top, retargeting engaged social media users and website visitors in the middle, and converting high-intent buyers at the bottom. We strategically placed ads on Facebook and Instagram to guide users through this journey.
Campaign Language and Visuals
The campaign’s messaging centered on encouraging families to get kids active and outdoors, resonating strongly with the outdoor-enthusiast parent demographic. Unique, engaging ads were created in multiple formats—carousel ads, single images, slideshows, videos, and Stories—to capture attention and build a retargeting pool.
Retargeting
Retargeting was a key part of the strategy, keeping the brand top of mind with users who had engaged with the initial ads. This phase emphasized incentives like sales and discounts while maintaining the core message of family activity, effectively driving conversions.
The campaign delivered exceptional results, with engagement rates reaching an impressive 32.96%, far exceeding the industry benchmark of 6%. Ads and posts accumulated 3.1 million impressions, while social media conversions surged by 1,500%.
On top of that, B4 gained: