Benchmarx: The Search for a Kid-Chen Designer
To raise awareness of Benchmarx Kitchens among its core audience of families.
The campaign had to create coverage outside of the home and lifestyle media, reaching a broader audience of people not yet familiar with the brand. It also needed to deliver valuable backlinks to the website, while engaging the company’s 180 branches across the country.
Research identified two trends the consumer media just could not get enough of: You Can Now Get Paid To… and You Can Now Get A…
With our sights set on these headlines, we created a role for a Kid-chen Designer – a ‘best job in the world’ (for kids) – which would pay a salary of fun days out. We asked children aged four to 11 to tell us what they would put in their dream kitchen. Applications could be submitted online or in branch – securing internal engagement.
No matter how wacky the winning entry, it would be built and donated to the winner’s school. However, in a quest to secure our second headline, we also pledged that the design would also be available for the public to order from the Benchmarx website, securing precious backlinks.
- Within a matter of weeks of launching our search for a Kid-chen Designer, we had:
- Received 550 entries
- Achieved a social reach of 130,709
- Secured 90 pieces of coverage
- Delivered a 90% backlink rate
- In all we:
- Drove almost 6,000 clicks to site
- Secured more than 2,000 votes, in just two weeks