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web & marketing

Darwin Escapes | ‘Name a Duck’ Competition.

★★★★★ "The campaign idea may have seemed a bit quackers initially, but the page that Clicky came up with really fit the bill being incredibly engaging and funny, helping our customers to get in touch with the Darwin Escapes brand and the personality of our Darwin Duck characters." Samantha Lambert, Marketing Manager, Darwin Escapes

The client

www.darwinescapes.co.uk/darwinduck/

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

Website type.

Landing Pages

Web platform.

wp-iconWordPress™.

Aims.

Increase Awareness / Lead Generation

Marketing mediums.

Content Marketing / Social Advertising

Marketing platforms.

facebook-iconFacebook™ Ads. twitter-iconTwitter™ Ads.

Launched.

July 2016

Duration.

1 month

Team

Abby Gibbs.

ProSupport™ Manager

Daniel Barton.

ProSupport™ Developer

David Berry.

Digital Account Manager

Nathan Smedley.

ProSupport™ Developer

Nicola Tudor-Lewis.

Digital Marketing Executive

Shannon May.

Digital Marketing Assistant

Our fantastic long terms client Darwin Escapes wanted to create a new social campaign to generate new enquiries for both holiday bookings and sales.

Campaign idea

Darwin have been a client of ours since late 2014 after initially approaching Clicky to design and develop their website, before becoming a client within our marketing and ProSupport departments as we manage their social ads, PPC activity and website.

Darwin Escapes have 19 holiday parks throughout the UK, and required a one-off campaign to promote each one. Each park is different to the next, and the campaign was designed to show the diversity of the parks, and the activities available at each one.

As Darwin are famous for their rubber ducks, we came up with the idea of a ‘name the duck’ competition that would be promoted across Facebook and Twitter with UK targeting.

The ducks allowed us to create a persona for each park, and promote each park as an individual, as well as a collective within the Darwin group. Each duck was designed to have a unique personality, so we came up with the idea that they should all have a short description of their personality, and a round-up of their ‘likes.’ For example, the Beach Cove duck was a laid-back romantic who enjoyed the sound of waves and rom-com movies (who doesn’t!).

What we did

The campaign was a fantastic collaboration between Darwin and Clicky, and several departments were involved in the creation and management of the campaign including our marketing team who wrote content for the landing page, built and managed the social ads. Our design and ProSupport team designed and developed the competition landing page.

We created a pretty fun and engaging (if we do say so ourselves) landing page where users could name as many or as little ducks as they wanted, for the chance to win a 4-night break. We then promoted the page on Facebook using canvas, carousel, image and slideshow ads, and used Twitter cards to promote the competition across Twitter’s.

Results

The campaign planning began in May, and the campaigns ran from July 12th to July 24th, and within this short period of time, some pretty impressive results were produced:

  • 206,654 people reached on Facebook
  • 35,591 people reached on Twitter
  • 20% increase in Darwin’s Facebook Page likes
  • 8,179 extra visits to Darwin’s website
  • 2,565 unique entrants to the competition
  • 31,553 individual duck names submitted into the competition

It was difficult for Darwin to choose the best name for each duck from all submitted, but after much deliberation they managed to choose a name for each one, and an overall winner of the competition who was delighted to have won a 4 night break at one of their lovely parks.

The client was extremley happy with the performance of the campaign, and gave us a glowing testimonial:

“The campaign idea may have seemed a bit quackers initially, but the page that Clicky came up with really fit the bill being incredibly engaging and funny, helping our customers to get in touch with the Darwin Escapes brand and the personality of our Darwin Duck characters. In terms of the results, the campaign completely overachieved what we thought it would and this is a credit to the work of both Clicky and our own team. A real team effort between the two that completely blew our minds” – Samantha Lambert, Marketing Manager, Darwin Escapes

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