With an aggressive product development schedule and an even more aggressive go-to-market plan, we helped re-launch the world famous Scarab brand with the new Rotax® jet propulsion engine.
Yes, we said jet.
With a comprehensive PR campaign already in motion, our goal was to help the team capture leads for dealers. Our strategy focused on building an experience that would separate them from their competitors and show excitement for this performance brand. Our second objective was to reduce the expenses of an existing scatter-shot PPC plan that had been producing lack-luster results.
The results? Double digit growth in traffic and leads — all while cutting PPC spend in half.
After pouring over digital and lifestyle images for months, we can tell you these new boats have an aggressive look: bold colors, fresh styling, and a heavy dose of seating for friends. Of course, when a new product launches a team often lacks real product to make photography and digital experiences complete. So our UX design team went to work getting engineering documents converted into computer renderings to make the build-a-boat configurator and videos possible.
And of course in a market where almost half of all first time visitors are on mobile, we knew speed was an issue. The rich, video-enhanced scarabjetboats.com site loads in under 2.5 seconds and the page views and visit times doubled in just a week after it launched. Additionally, within the first week nearly 1000 boaters had built their own versions on the CQL-designed build-a-boat feature.