Our objective with the Just Right campaign was to launch a disruptive ad, differentiating ourselves from the competition - not only in our tactics but also in the creative. By creating this character - Goldi Locks III - we borrowed from the equity of Goldilocks and the Three Bears to clearly communicate to consumers how our cars are "just right".
From a social perspective, we leveraged the "Just Right" campaign as a moment to reintroduce consumers to the Thrifty brand, driving awarnessness, relevancy and consideration.
Campaign:
- Clearly communicate care rental and our brand benefit
- Be funny, irreverent, proud and celebratory of thriftiness
- Leverage Kenan Thompson's likeness/personality
Overall Implementation:
- Cascade the campaign to specific assets based on targeting different consumers. The National promo spot drove awareness and long tail preference while a digital media buy captured in-market travelers.
- Focused the majority of our efforts on "Deal Thrillers" - those who want to get the best bang for their buck. They don't want to pay less for less, the want to pay less for more.
Social Specific:
- We combined (1) the concept of the Just Right campaign and Thrifty as the perfect rental car option, with (2) Kenan's star power, and (3) a timely, relevany cultural moment or consumer truth, to achice our objectives of deepening engagement and driving purchase consideration.
- Taking these into consideration, we established four Just Right social content pillars that all posts fall into:
- That Just Right Life: Pre-identified series and relevant moments in time that bring Just Right to life in culture.
- Riding With Goldi: Existing video cutdowns and other assets featuring Goldi to further push core campaign messaging.
- On The Go: Lifestyle content focusing on the journey to the destination and how Just Right plays into every adventure.
- In The Know" Evergreen tips, deals and other info that helps make our customers' rental experience top-notch.
Social efforts ultimately allowed Thrifty to steal a share of voice - both from an owned and consumer perspective - from the competition while simultaneously elevating the positive brand sentiment. Highlights from the campigan:
- 138% increase social-based website referrals
- 1.8MM minutes viewed on Facebook
- 1.72% engagement rate on Insta
- 86K Twitter Impressions
- 7.1MM video views on YouTube
Video for Just Right Campaign
