The summer holidays can be a crunch time for many parents, so to see Landmrk being used to help smooth a path to another day ticked off the calendar for frazzled Mums and Dads made us all feel pretty good. The people behind popular pre-school show “Pip Ahoy!” used the platform to power half a dozen treasure hunt trails around Cornwall and Devon that aimed to get kids excited about being out and about, while helping their responsible others optimise time (and money) on holiday. As the families followed the trail they opened “Pip Ahoy!” selfie filters and then moved on to exclusive content pieces that sat alongside money-saving vouchers for everything from fish and chips at Rick Stein’s restaurants to a day out at Crealy Adventure Park.
Campaign objectives included working alongside marketing agency Strange Thoughts to drive traffic to the platform and help boost “Pip Ahoy!’s” social channels. By the end of the six-week promotion, the show’s Facebook channel saw a jump in engaged users of over 1,000%, likes were up sixfold and total impressions soared over 5,000%. ‘Mummy Blogger’ influencers Sparkles and Stretchmarks and What The Redhead Said helped frame the proposition for their followers and the initiative picked up support from media across the Cornwall and Devon regions, resulting in strong take-up of the trail and hugely boosting awareness of “Pip Ahoy!”.