Case Study – Bord na Móna Big Family Craicle Campaign

Jill Holtz

February 28, 2014

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This case study describes an integrated digital campaign run on Mykidstime for The Reputations Agency on behalf of Bord na Móna.

BnM Logo

The Big Family Craicle was a winter heating campaign with a nationwide initiative to encourage families to embrace The Bord Na Móna Effect. They wanted to engage parents and chose a national content campaign package with Mykidstime.

How The Campaign Was Run

Mykidstime ran an integrated campaign using a combination of banner, ezine sponsorship, user survey, competition and social media.

BnM Banner 1 Magnetic

  • Branded Slider banners were run across the site linking to a Big Family Craicle Landing Page.
  • BnM Big Family Craicle Survey PageThe campaign was reinforced on ezine using the Top Spot Sponsorship
  • The Bord na Mona Big Craicle user survey on Family Time ran for one week.
  • Survey results were then pushed out via a blog post and social.
  • Social media was used to drive out messaging and engage with the Mykidstime parent community.
  • Finally, a Facebook-only photo competition ran for 1 week on the theme of “Family time”

Campaign Results

bordnamona-yvonneThe Big Family Craicle campaign achieved the following reach and engagement:

  • Home Page Slider Banner on had 120,232 views
  • Sponsorship of the Mykidstime ezine reached 22,844 subscribers and achieved a 5% click rate on the top spot.
  • User Survey page views 1,567 in 7 days with a response rate of  25%.
  • Photo competition 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

Like The Sound of This?

Would you like to achieve some outstanding results for your client marketing spend?  Contact us today and we can help you reach parents in an engaging way!

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Published On: February 28th, 2014 / Categories: Business / Last Updated: November 1st, 2017 /

About the Author: Jill Holtz

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Jill is one of the co-founders of Mykidstime and a mum of 2 girls

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