Company: Logical Position, Lake Oswego, OR
Company Description: Logical Position is a top digital marketing agency offering pay-per-click (PPC) marketing, search engine optimization, website development, graphic design, data feed management, and social media marketing. Utilizing this full suite of Internet marketing tools, we ensure that our clients are in front of the right audiences at the right time.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Gaming & E-Sports
 Nomination Title: How LP Drove Brand Awareness to Launch a New Gaming Product
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Biñho Boards was on-boarded with Logical Position on March 1, 2020 with a mix of paid social and paid search ads. The first priority was capturing all the low-hanging, mid-funnel traffic ready to convert. After delivering massive returns for Biñho Boards, we lowered return targets to scale the account further and rapidly grow the brand.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
Going viral is exciting, but it doesn’t equate to overnight brand success. That was the problem we set out to overcome when Biñho Board (BB) signed on with Logical Position (LP). At the time, their finger-flicking board game was a brand new concept that had yet to formalize a business model and monetize their newfound popularity. So they reached out to our team at LP to strategize how to could convert their viral video success into tangible KPI’s and revenue to sustain the bottom line for the business by maintaining cash flow.
Being an independent outsider in the gaming industry presented its own unique challenges. BB knew they had to go direct-to-consumer with a mix of social commerce and PPC, if they had any hope of developing a new niche in the gaming industry.
Before our partnership, Biñho Boards used influencer marketing to propagate their lifestyle brand and attract a variety of followers from sports fans and players to partygoers and family members. As their digital marketing agency of record, it was our job to turn that loyal following into valuable revenue for the young company. We did that by targeting in-market audiences recently shopping for other board games, making them much more likely to convert. To further expand their lifestyle brand, we used highly targeted branding campaigns during the World Cup which introduced BB to soccer fans across the globe. Leveraging native language translation in 20 languages propagated BB to new heights.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
Before partnering with LP, BB spent ~$1000/month on boosted social media posts to grow their brand, which provides limited reach and lacks insights compared to the ads manager interface.
With virtually no presence on paid search, we started by leveraging their most viral youtube videos in prospecting campaigns to grow brand awareness and drive new site traffic. We developed a mass-appeal lifestyle brand that was accessible to partygoers and families alike. Delivering a wide array of video content featuring users spanning all available demographics. We further prospected the top one percent of lookalike audiences and went after users with similar interests, like soccer fans and board game enthusiasts.
To maximize spending efficiency, we combined website visitors and social engagers into one audience with 3-day and 30-day remarketing buckets. To drive additional traffic, we targeted brand influencer audiences to find users who either viewed, shared, or engaged with videos and brought them into our sales funnel. Leveraging product tags and Advanced Shopping Plus, we further scaled the campaigns to continually reach new audiences.
With an initial ROAS goal of 4.5x, we met weekly with BB to make adjustments and refresh ad deliverables. Since this novelty game was a new concept, we continually tested new creatives in a separate sandbox environment to preserve budget while still learning which videos best engaged with our various marketing personas.
These weekly additions to their marketing content collateral kept the new brand fresh and vibrant for all prospects and future brand ambassadors.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 248 words used.
Comparing January 2021 to February 2023 with the prior period, we scored massive gains in both paid search and social campaigns.
Turning Likes into Purchases
To scale their paid social account, we lowered our target ROAS on paid social to 2x, enabling the account to spend nearly $250k in two years of management, while consistently adding budget to increase BB’s purchase volume. In that time period, we generated:
- 13,568 post shares
- 600 monthly purchases (+300%)
- 1.85% click-through rate
- Reach: 6,326,854
- Link clicks: 292,353
- Landing page views: 251,430
Search and convert
To capture the increased demand we spent a total of $68,386 on Google Ads with CPA of $12.08 and achieved the following KPIs:
- Clicks – 156,581 up 405%
- Impressions – 9,891,952 up 228%
- Conversions – 5,659 up 246%
- Revenue - $628,662.72 up 326%
- ROAS – 9.19
Watching the views
From January 2021 to March 2023, Youtube has been a critical component of Binho Board's brand awareness. With just north of 2.04K subscribers, they’ve tallied more than 1,000,025 total views and counting, with 188,593 attributed to paid instream advertising, where at least 30 seconds of the ad was watched. With an impressive view rate of 50.18%, the account has earned 375,831 impressions in that same time period.
Driving Website Traffic
From Jan 2021 through March 2023 Google and FB combined to drive 403,640 users to BB’s website.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 5 words used.
https://www.youtube.com/watch?v=Bl2tt4wPRsc
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