Increasing site traffic for RAJA through a daring video campaign

The Objectives

RAJA needed to improve its brand search terms in the run up to Black Friday 2018 to increase brand awareness among a relevant B2B audience.

We were challenged with creating a memorable, original campaign that would showcase the high quality and durability of the RAJA cardboard box and bubble wrap range.

The Strategy

  • We centred the media strategy around a YouTube pre-roll; our data identified RAJA’s primary audience as male university graduates, purchasing on behalf of their companies
  • Common interests were internet memes that could be shared on WhatsApp
  • In order to be as engaging as possible, a braver approach was taken when answering the brief, with the intent being to leave viewers wanting more before the ‘skip ad’ button revealed itself
  • In the end, the answer was simple - we wrapped a man in bubble wrap and rolled him down a hill into a pile of cardboard boxes
  • The RAJA logo featured repeatedly, and the video was shorter than usual to avoid skipping

The Results

The brave approach paid off, and the video was very successful:

  • We increased brand search terms by 25%
  • Site traffic saw a 63% uplift