SOCIAL MEDIA ADVERTISING
Firefly.
Firefly has a digital-first marketing strategy that connects with parents and carers of children with additional needs. Firefly partnered with Part Three Digital in July 2023 to drive qualified traffic and collect leads, focusing on the USA, communicating how Firefly products improve inclusion in everyday life for children with additional needs.
The Firefly range of portable postural support products are all about participation. They are clinically sound, practical, fun products that help children with additional needs take part in everyday life. Firefly began as a D2C e-commerce product. The focus is now to generate growth through distribution partners. However, Firefly have achieved increased distribution sales by engaging consumers directly. As their digital advertising partner, our goal has been to highlight product benefits to create demand - the consumer does not want a bath chair they want a 'Firefly Splashy.', Campaigns support the customer journey towards accessing suitable funding routes.
Our main objective as Firefly’s digital marketing partner was to communicate Firefly’s proposition successfully, increase brand awareness of Firefly amongst target audiences, drive consistent US leads and increase quote volume leading to increased revenue.
OUR APPROACH
Delivering Growth for 'GoTo' & 'Splashy' with the Firefly Friends Community.
Prospecting audiences have been key for Firefly to find new customers, but due to the limitations of detailed targeting for healthcare signals introduced in 2022, it was seen as a challenge to connect with a relevant audience for this somewhat niche product.
Part Three Digital leveraged existing engagements, including social media engagement, blog visits and product landing pages to build lookalike audiences.
With a focus on GoTo and Splashy, our campaign engaged parents who shared top-performing organic content to tailor it to the product’s unique positioning or by answering product FAQs.
Real children, using the products, in real situations. Social proof from parents with direct experience addressing challenges the product allowed them to overcome and ways participation was encouraged.
Firefly received User Generated Content at the beach, in the snow, dancing with siblings and exploring the outdoors. This allowed us to tailor ad content to climate and showcase regional accents for a localised approach.
Services.
STRATEGY
social media advertising
The Results.
leads
+69%
impressions
15 million
ctr
5%
“We are very pleased with the contribution that Part Three Digital is making to our growth strategy. It is clear that the team understand our business environment and priorities. Thus far their impact in terms of generating high quality leads for our distribution partners has exceeded the agreed targets.”
Firefly