Cloudbound New Rochelle New Park Opening

The Challenge

Cloudbound is a first-of-its-kind 18,000-square-foot playspace designed specifically for babies, toddlers, and young children ages 0-6. Backed by the creators of the Sky Zone brand and grounded in research from leading developmental experts, the Cloudbound concept blends the wonder of a children’s museum with the energy of a playground in a setting that has been as well-considered for adults as it has been for kids. Cloudbound’s location in New Rochelle, NY marks the brand’s official launch.

The mission: sell Founding Memberships at the New Rochelle location in the 35 days leading up to the Grand Opening celebration and build excitement about the new brand among families in New Rochelle and across the United States.

Our New Park Opening strategy leans into paid digital placements, meeting parents on their preferred platforms for learning about new things to do in their community. We relied on media that looks and feels like what parents would naturally engage with on these platforms to tell and sell the story of Cloudbound along with conceptual art to sell these memberships before any real picturs of the playspace existed.

Ready, Set, Go!

In the 35 days before opening day:

• Cloudbound New Rochelle’s Founding Membership campaign ends 132% of the campaign’s stretch goal.
• Ran 65 different media across paid social and SEM campaigns with an ecommerce objective.
• As secondary objectives, paid social media ads and native placements drove 500+ sign-ups for a Free Day of Play to allow families to try out Cloudbound before becoming members.

How We Did It:

Close monitoring of which placements drive sales allowed for nimble optimizations and budget adjustments to maximize momentum. Knowing where sales are coming from allows us to elicit more sales from those channels. User privacy controls did mean our attribution was not perfect, but it provided enough information to make effective decisions.