Britax buckled up for increased in-store sales
Britax, a prominent brand in child safety, sought a partner to enhance their digital media strategy and strengthen their market presence. Aiming to increase consumer traffic to their retail locations, Bench designed a comprehensive full-funnel strategy that included Paid Search, Paid Social, and Digital Branding initiatives. Recognizing that parents often deliberate deeply when purchasing child safety products like car seats and strollers—often discussing options with family, including grandparents—Bench developed a unified strategy focused on building Britax’s first-party audiences and using this data within a broader digital campaign to encourage consideration and in-store shopping. To maximize the impact of Britax's product launches, Bench utilized programmatic advertising to reach new parents on a large scale through Social Display, Online Video, and BVOD. Additionally, Paid Social efforts helped enhance Britax's first-party data and re-engage potential customers who had previously interacted with the brand. Paid Search maintained Britax’s visibility against competitors and capitalized on the brand’s strong recognition. Through data-driven insights, Bench continuously refined their tactics to attract high-quality traffic to the Britax website. The results showcased the effectiveness of a unified digital strategy, with Social conversions increasing by over 156% and Search conversions by more than 250% compared to audiences not engaged with upper-funnel activities. Britax saw significant improvements in website traffic quality, social media engagement, and importantly, in-store sales. Ultimately, Bench’s innovative full-funnel approach allowed Britax to enhance and solidify their digital media presence, driving growth and fostering greater trust in the well-known brand.