a raucous and
Who doesn’t want to smash their dad with a dodgeball?! To steal e-commerce sales from the competition during the second busiest time of the year for men’s underwear purchases, we asked young people to sign up themselves and their dads for videotaped games of Joe Boxer Dodgeball. That’s right, Old School vs. New School. Dads vs. Their Kids. From a killer day on the court, we were able to create hyper-targeted assets that drove views as people wanted to see who won. Those assets were so relevant they earned bonus discounting that drove costs down to 1 cent per view, which in turn drove site visits up 230% and sales up 154%.
We brought people in with several of these:
And then gave them this:
Those numbers we mentioned are so impressive in large part because we drove them by rewarding people who engaged with Joe Boxer paid Dodgeball content. With what?
New engaging BTS content that went a little deeper.
On Father’s Day, new videos were released with real dads talking real to their teenagers. Dodgeball was raucous and fun, but the new content was more real, vulnerable and authentic. Dad’s and their teenagers being real and vulnerable, and despite the head shots earlier, very sweet.