Rapid Hardware Group – CatRoller Campaign

CatRoller Campaign

Rapid Hardware Group

Brief
Red Crayon was engaged by Rapid Hardware Group, an Australian owned manufacturer and supplier of hardware products, to develop and launch their new pet product brand, Cat Roller.

Our task was to launch their new product into the market including the development of all brand assets, packaging and a digital launch campaign.

The aim of the campaign launch was to increase awareness of the brand, encourage landing page views and click-throughs to the Bunnings website, where users could then go on to purchase the product.

Solution
The branding and logo we created carried a fun and charming identity. We wanted the overall branding to make cat lovers smile, the same way a funny cat video does. As the illustration in the logo is lively and animated, we went for a simplified colour palette of orange variations, to ensure we weren’t adding too many colours to an already animated and lively brand. The branding was carried through a number of different assets including packaging, an instruction manual, an instruction video and advertising campaign creative.

We know that cats can be cheeky escape artists, so we decided to bring out this playful nature and engage the audience through a fun illustrated visual. The established features and benefits of the product were featured heavily throughout the creative to further cement that the product is an easy DIY solution that is simple and effective at keeping your cat safe. The creative ran across carousel and video formats on social and 6 Google display formats.

To support the advertising campaign, we also crafted a 9-week content plan with artwork for the Cat Roller Facebook page.

Result
The fun and playful branding that was rolled out across product packaging was well received by the client.

The four-week advertising campaign launched at the end of 2020 and was very well received by the target audience. The campaign saw a social click-through rate of 3.05% and a display click-through rate of 0.10%, both above industry standard. Traffic was led to a campaign landing page where the audience could then click through to Bunnings Warehouse and purchase the product.

Services
Brand Creative, Advertising, Campaign Creative, Copywriting, Production, Media Planning & Buying