Performance Branding + Optimization
How California’s Playful Campaign Delivered Record Results
Discover how Shipyard’s innovative “Let’s Play” campaign reinvigorated California’s appeal, driving record-breaking awareness, visitor intent, and engagement.
explore the “let’s Play” Campaign
Choose how you'd like to explore how California's innovative rebranding drove measurable results and boosted traveler intent. Watch the Case Study Video (5-Min Overview) | Read the Case Study Summary (2-Min Read)
The Challenge:
Reinvigorating a Beloved Brand
After a decade of success, Visit California’s “Dream Big” platform was losing its shine amid global anxiety and media overload.
Our task: reposition the brand messaging to resonate emotionally, spark renewed optimism, and measurably increase travel intent, visitation, and spending.
Insights + Strategy
Our Strategic Playbook
Polycrisis Context:
Travelers today are increasingly stressed and "fun-deprived"—89% consider fun essential in tough times, while 83% actively seek joy-filled experiences to counter daily pressures.
Brand Positioning:
Reposition California as "The Ultimate Playground", highlighting its playful spirit, diverse experiences, and inviting openness.
Strategic Shift:
Launch the “Let’s Play” platform using the universally engaging concept of "Keepie Uppie," connecting diverse California experiences through an energetic, unified storytelling thread.
Execution
Creative Spark:
The Giant Beach Ball
Concept: CGI beach ball traveling from mountains to surf.
Emotional Hook: Inject joy and play into every frame.
Omni-channel deployment
TV & CTV: National spots on ESPN, TNT, etc.
Interactive Tactics: CTV quiz ads, gamified units, branded podcasts.
OOH & Social Extensions: IPW 3D OOH billboard + April Fool’s CGI activation on TikTok & Pinterest.
Results
Measurable Lift + Unprecedented Recall
Awareness: 72% ad recall, 57.3 M households reached.
Brand Metrics: 40+ point lift in brand ratings; 19-point lift in visitation intent.
Digital KPIs:
1.26 B impressions
277 M video views
0.59% CTR
7.4 M clicks to “Ultimate Playground” page
1.8 M site session
Why Performance Branding Works
Emotion-driven storytelling:
Inspire action by connecting deeply with audience values and desires.
integrated cross-channel approach:
Maximize impact by cohesively delivering your message across all channels.
data-validated creative:
Leverage insights and analytics to optimize messaging effectiveness and media spend.
proven, measurable ROI:
Clearly demonstrate performance through tangible metrics, driving ongoing marketing confidence.
Ready to bring this level of performance to your brand?
At Setup, we streamline your search, connecting you directly with trusted agency partners tailored precisely to your brand’s unique performance objectives, at no cost to you.