Hurley's
Services:
Video, Advertising
Hurley’s maX is an innovative loyalty program designed to offer its members exclusive access to special deals, personalized rewards, and tailored experiences at Hurley’s. The program had experienced significant success since its initial launch, but with time, user engagement had started to wane. To address this, Hurley’s needed to relaunch the maX app with a fresh, engaging campaign that would capture attention and drive new downloads. Biizy was tasked with creating a video campaign that would not only relaunch the app but also reignite excitement around the Hurley’s maX programme
Problem
Hurley’s faced a critical challenge: the maX app was simply losing momentum in the market. User interest had diminished, and app downloads were slowing down, creating a pressing need to revitalize the brand’s presence and reconnect with its audience. The core objective was to relaunch the app in a way that would break through the noise, spark renewed interest, and drive significant growth in downloads. This required a creative and dynamic approach that would resonate with both existing users and attract new ones, reinvigorating the Hurley’s maX programme and positioning it as a must-have app once again.
Solution
To address the challenge, we crafted two distinct video ads, each designed to appeal to the target audience in unique ways. The first video was a fully animated, fast-paced piece that utilized advanced shape animation and faux 3D elements to create a visually striking and immersive experience. This video was designed to capture attention quickly and maintain engagement through seamless transitions and rhythmically synchronized visuals. The second video blended live-action footage with classic frame-by-frame animation, creating a harmonious interaction between real-world scenes and animated elements. This technique added a layer of depth and intrigue, blurring the lines between reality and animation, and enhancing the narrative in a way that pure live-action could not. Both videos were strategically deployed as PPC ads on YouTube and Meta platforms, targeting specific demographics to maximize app downloads.t
Results
The video campaign delivered impressive results, exceeding expectations and achieving the core objective of revitalizing the Hurley’s maX app. On YouTube, the videos garnered 501,411 impressions with a click-through rate (CTR) of 0.49%, driving app downloads at a cost of $1.45 per download. On Meta platforms, the campaign reached an even larger audience, with 3,437,217 impressions and a CTR of 0.77%, resulting in a cost-per-download of $1.97. The successful relaunch of the Hurley’s maX app not only revived interest in the program but also reinforced Hurley’s position as a leader in customer loyalty innovation, with the campaign’s creative approach being widely praised for its originality and effectiveness.
