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Darwin Escapes | April Fools Campaign.

The client

www.darwinescapes.co.uk/yappy-days-resort-spa/

About Darwin Escapes.

Darwin is one of the UK's largest holiday park companies with 20 beautiful parks across the UK.

Vertical.

Travel & Leisure

Audience targeting.

B2C

The project

Aims.

Increase Awareness

Marketing mediums.

Content Marketing

Launched.

April 2016

Team

Beth Kennedy.

Content & Outreach Executive

Rhian Williams.

Digital Design Manager

Rich Tarr.

Senior Front-End Developer

After building and designing Darwin Escapes’ website, alongside assisting with their current Google AdWords and Bing paid search, Darwin Escapes approached Clicky to help them execute an April Fool’s campaign they had dreamt up.

The idea Darwin had thought up, was to create the UK’s first pets only holiday park called ‘Yappy Days Resort & Spa’. The April Fool’s campaign was to announce the ‘opening’ of their new park that would be happening later on in the year.

The project was very collaborative between the Darwin and Clicky teams, and as they currently have a website retainer with ourselves, we used hours from their retainer to build a dedicated landing page for their April Fool’s prank.

The aim of the campaign, apart from having a bit of fun with their audience, was to increase brand awareness and engagement on their social media platforms. Darwin even created a dedicated Twitter account ‘@YappyDays Resort’ for the campaign.

what did we do?

We designed and developed the new landing page that would coincide with their current website style and layout to ensure the campaign looked as authentic as possible, and our designers ensured they used images that tied in well with what Darwin were trying to achieve with their ‘pet only holiday park’. The CTA on the landing page was for users to sign up to Darwin Escapes’ newsletter.

As well as building their landing page, we also wrote all of the content for the page, a service that Darwin hadn’t previously undertaken with us. Research was done into the tone of voice for the page, as it needed to be friendly and funny. The idea was to write descriptions that were semi-believable and fill them full of witty puns. We even included a link to the website of one of our other clients Pooch & Mutt as the ‘supplier’ of the Yappy Days onsite restaurant.

campaign results

The campaign performed well, with an increase in social engagement across Twitter and Facebook. When compared with the previous week, there were 36% more users on the Darwin Escapes website as well.

Darwin did remind audiences that they have pet friendly holiday parks, therefore although they will not be creating a pet’s only park (sorry!), people are more than welcome to bring their dog on holiday with them.

We thoroughly enjoyed working on this project with Darwin Escapes, it was extremely fun and imaginative!

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