NEW PRODUCT LAUNCH WENT VIRAL WITH OVER 10 MILLION VIDEO VIEWS AND 18x ROI
BACKGROUND
We wanted to build something to make that playtime experience even better & more fun - with that, the Pony Up Daddy Saddle was born! Easy-to-use & constructed with the highest-quality materials, Pony Up Daddy is the fun new way for daddies, mommies, grandparents & more to give pony rides like never before!
CHALLENGE
95% of new products introduced each year fail. Pony Up Daddy knew they had a unique product, but they didn't know if it was unique enough to become a successful eCommerce business.
STRATEGY
Through extensive market research, testing, and analyses, Harvest Growth knew the key to making this new product launch successful would rely heavily on the creative. Learning that the demographic was not just parents of toddlers, but actually the grandparents helped craft the positioning of the message the brand would convey. Harvest Growth's go-t0-market strategy included a paid social media campaign coupled with National TV and some retail distribution.
RESULTS
The Pony Up Daddy campaign WENT VIRAL with over 10 MILLION video views online! This campaign not only captured attention of consumers but was also picked up and featured on Good Morning America, The Ellen Show, and the Today Show. Selling out their first year while achieving an ROI of 18x, Pony Up Daddy is now going on 4 years and still hitting extremely profitable ROIs year after year!
