Full Creative Concepting | Segmented Digital Ad Campaign | Landing Pages + Email Marketing Assets | Media Relations | Launch Video
Pit Boss Grills is a subsidiary of Dansons, Inc., which was founded in 1999 by Dan Thiessen and his two sons, Jeff and Jordan. They take pride in creating grills that match their customer’s ambitions – including being one of the largest players in the very competitive and fast-growing pellet grill market. This desire led to the creation of the “Platinum Series” – an exciting new sub-brand. Pit Boss partnered with Serendipit to launch the Platinum Series in 2019-2020. The grills were true masterpieces – invoking their moniker of being the “next evolution in grilling.” Our engagement included the creation of a bold campaign that would stand out in an ever-competitive industry and launching via a national digital programmatic media buy.
Our creative told a straight forward story:
We know the dedication it takes to become a pitmaster. It’s long nights, early mornings, endless experimentation, and unbridled enthusiasm for every meal.
Pit Boss Platinum captured the attention of avid grillers and aspiring pitmasters nationwide with the launch of the MOST TECHNOLOGICALLY ADVANCED GRILLS ON THE MARKET TODAY.
This promotional series focused on the QUALITY, PASSION, and INNOVATION that goes into each grill, and speaks to the same qualities in the consumer purchasing it.
The creative took inspiration from many sources, including popular movies, and the cinematography and design styles that make them irresistable.
DROVE OVER 14K NEW VISITORS TO THE LANDING PAGE & WEBSITE
DELIVERED PLACEMENTS SPOT ON WITH TARGET DEMOGRAPHIC
DELIVERED A DISPLAY CPC 42% LOWER THAN CONTRACTED GOAL RESULTING IN A 52% LOWER CPM GARNERING ~2.8MM MORE IMPRESSIONS THAN CONTRACTED
DELIVERED A VIDEO CPM 30% LOWER THAN THE CONTRACTED GOAL, GARNERING ~203K MORE IMPRESSIONS THAN CONTRACTED
RETARGETING DROVE 93% OF THE EMAIL SIGN UPS
OUR EFFORTS HELPED THE PLATINUM SERIES SELL OUT OF THEIR INITIAL LAUNCH IN LESS THAN 2 MONTHS