About This Project

Advertiser: Arctic Cat

Agency: Prove

Arctic Cat, a manufacturer of ATVs and snowmobiles, wanted to have a co-op summer clearance event to drive foot traffic to nearby dealers during the months of July and August.
• Challenge
o The main goal of this campaign would to target potential customers and interested audiences across the US and Canada and drive them to find their local dealer online and visit during the clearance event.
• Approach
o Prove planned to execute this event by using a mix of both traditional and digital channels to find, locate, and drive users to engage with the sales event. Prove’s multichannel approach included Television, Streaming Radi, Paid Social, Paid Search, Display, Retargeting and Retargeting Direct Mail.
o Each channel had a unique purpose and goal. Prove used streaming radio and TV to promote the event at a national level and to pull interested users into the digital funnel. Within the digital funnel, we used a mix of Instagram, Facebook, Google AdWords, BingAds, and display banners to target and drive interested audiences to the sales event landing pages and to “Find a Dealer” pages. If the users did not visit the “Find a Dealer” page, Prove used online and direct mail retargeting to encourage the user to visit their local dealer and purchase during the sales event.
• Results
o Increased sales by 6% when the industry growth was 2%
o ATVs finished the month up 12.3% over previous year
o ROVs finished the month up 21.5% over previous year
o 54% increase in new users compared to previous period
o 74.4% increase in users visiting the “Find a Dealer” page
o 58% increase in organic traffic during the event