Scaling Up: Campaign Development For An Aquatic App Launch

Maidenhead Aquatics is the UK’s leading aquatics retailer with over 150 stores nationwide. Celebrating their 40th anniversary, they launched ‘the ultimate fishkeeping app’ to help users manage and maintain their aquariums or ponds more effectively. They sought our expertise to create a compelling and eye-catching campaign theme. The goal was to develop a campaign that utilised the established Maidenhead brand, exciting the audience and encouraging app downloads. It was crucial for the campaign to encompass all types of fishkeeping (tropical, marine, planted, and pond) while highlighting the app’s practical and technical benefits.

We began with a ‘Netfish’ teaser visual, aligning with the app’s launch on April 1st (April Fool’s Day) to spark curiosity within the fishkeeping community. The campaign spanned various formats, including in-store posters and POS, promotional leaflets, and digital/social media campaigns. The campaign successfully intrigued and inspired the fishkeeping community, resulting in significant app downloads and engagement across all formats.