Electronics retailer NewEgg.com is helping students convince their parents that a new laptop is a worthwhile investment with an online banner and video campaign from Goodness Mfg.
The series of banners and videos uses retargeting technology to follow parents around the web, based on a psychological profile of their folks' the kids input at the onset. For example, parents can be Helicopter Parents, Workoholics, Gadget Geeks or more, which influences the copy of the elements and what sites they appear on. Kids send them a wishlist of products, which sets a cookie and begins the retargeting. If parents leave NewEgg without buying pieces of the list, they get hounded around the web.
'We basically had two different campaigns running,' said Carl Corbitt, creative director at Goodness. 'We had student-facing banner ads and a teaser video targeted to college-aged kids visiting Break.com, YouTube and Facebook, while we created a bogus 'Dean Deals' logo for all parent-persuading elements generated by students who visited the site (emails, banner ads, wish list landing page, etc.).
'For the parent-tracking banner ads we created five different banner ads for each of the five parent-types (25 different headlines). The headlines on the banners not only speak to the parent's personality/parenting-style (helicopter parent, BFF, Gadget Geek, etc), but we also added more 'nagging' to the headlines over time.'
From there, a series of cheeky videos employ a guy disguised as an authority figure to influence the final buy.
'Our internal interactive team worked alongside Newegg.com's development team and our media partner KSL to create the website shopping experience and the 'parent-tracking' banner ads,' Corbitt said. 'Newegg.com's development team was able to generate unique URLS for every possible wish list combination of items so students could not only email their list to parents, but also share their wish lists on FB.
'Newegg has always used re-targeting as part of the online media mix, but this was the first time they've served up ads generated by the customers. It was also an opportunity to reach out to an audience that might not be aware of Newegg.com and do it through a recommendation from their own tech-saavy kid.'
The campaign has been live since the beginning of August and adds new deals every second week.
Being led down the garden path to purchase is a great idea, and the idea that the ever-intrusive retargeting elements that have become common in display advertising can be used to fuel the creative aspect of the campaign is quite cool.
There's some smart thinking here too about kids pester power and their tech-savviness. Surveys have found that children are increasingly influential decision makers when it comes to buying household technology, so giving this group the tools to create their own ads is canny.
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