This case study looks at an integrated digital campaign run on Mykidstime for The Reputations Agency on behalf of Bord na Móna.
The Big Family Craicle was a winter heating campaign built around a nationwide invitation for families to embrace the Bord na Móna Effect. Bord na Móna wanted to engage parents directly, and chose a national content campaign package with Mykidstime to do it.
How the Campaign Was Run
Mykidstime ran an integrated campaign combining banner advertising, ezine sponsorship, a user survey, a competition and social media.
- Branded slider banners ran across the site, linking through to a dedicated Big Family Craicle landing page.
The campaign was reinforced in the Mykidstime ezine using the Top Spot Sponsorship.- The Bord na Móna Big Craicle user survey ran on Family Time for one week.
- Survey results were then shared with parents through a blog post and social media.
- Social media was used to spread the campaign messaging and engage with the Mykidstime parent community.
- Finally, a Facebook-only photo competition ran for one week on the theme of “Family time”.
Campaign Results
The Big Family Craicle campaign achieved the following reach and engagement:
- Home page slider banner on Mykidstime.ie had 120,232 views
- Sponsorship of the Mykidstime ezine reached 22,844 subscribers, achieving a 5% click rate on the top spot
- The user survey had 1,567 page views in 7 days, with a response rate of 25%
- The photo competition attracted 56 entries
- Social media reach for the duration of the whole campaign was 239,649, with 29,483 engaged users
What the Customer Said
“Our goal was to appeal to the Bord na Móna Fuels Facebook community, by giving them an incentive to engage with the page throughout the winter months. Bord na Móna’s ‘The Big Family Craicle’ campaign was born. The campaign was ambitious; we wanted Bord na Móna to own family evening time — physically and emotionally.
The partnership with Mykidstime, rolled out through their various channels, was executed very effectively. We found sentiment was very positive and the results spoke for themselves — a huge level of engagement was achieved.”
Gráinne Maguire, Digital Marketing Manager, Bord na Móna
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Explore More
If you’re curious how brands partner with Mykidstime to reach Irish families, browse our other case studies to see the range of campaigns we’ve run — from social competitions to national content partnerships. You can also save this page to come back to when you’re planning your next campaign.
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