Rockit, the company behind the Rockit Stroller Rocker, launched new product Zed on Monday 6 July, resulting in a 1,000% boost in online traffic as the #ZedTime launch campaign proved to be a hit with tired parents.
The launch campaign took the form of an ‘Instagram Takeover’, with nearly 100 influencers and bloggers given a Zed – a unique sleep aid that soothes babies to sleep as if they were in the car – to use during lockdown to allow them to produce unique photos and videos of the product in use. Then on Monday at 11am the campaign went live with everyone posting their photos and reviews at exactly the same time using the hashtag #ZedTime.
“We encouraged our influencers to produce photo and video content in their own style and gave them as much creative freedom as possible,” said Rockit ceo Matt Dyson. “This meant that the content on their feeds and stories was as authentic as possible and resonated with their own audiences.”
The objectives were to create a buzz around the new product launch and get as much coverage on Instagram as possible in a short space of time. Rather than drip feeding the content, Rockit wanted to maximise the impact with a small budget.
“We launched the campaign at 11am and by 11.30am our website had more hits than in the previous 24 hours alone,” Matt continued. “By the end of the day we had experienced a 1,000% increase in traffic compared to an average day. The hundreds of positive comments about Zed from mums and dads has been incredible.”