Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
Background:
A beachfront amusement park was looking to drive attendance and season pass sales for its anniversary celebration. The amusement park used a combination of digital advertising and local radio stations to showcase its limited-time offers and giveaways.
Strategy:
The client wanted to reach locals interested in amusement parks and similar family friendly entertainment options. To make that happen, we ran a Facebook/Instagram Premium campaign. We reached this target audience by using categories such as Concerts, Parents with early school-age children, Parents with preschoolers, Parents with preteens, Parents with teenagers, Adventure park, Water park, Theme parks, Outdoor recreation, Legoland, Six Flags, Knott’s Berry Farm, and more!
The campaign included retargeting from the client’s website, so that anyone who showed interest within the past 60 days could be targeted. The campaign also utilized the local radio stations’ customer databases and used Custom Audience Matching to reach listeners while they were browsing online. The creative mixed video, carousel, and single-image ads to target them. We then created a Lookalike Audience to target with digital ads as well.
Results:
In five months, the client had a click-through-rate of 3.21% (over 45 times the national CTR average) – 537,593 impressions, and 17,279 clicks. There were 103,558 post engagements (actions such as clicks on CTA, clicks to profile, and site clicks), 2,036 post reactions (likes and emojis), 149 post shares, and 57 post comments. 223 click conversions and 1,056 view-through conversions served as well. And best of all, according to the client, “We hit a new record for season pass sales and saw huge crowds at our events — from the car giveaway to local restaurant activations. Couldn’t be happier with the results. The campaign helped us reach new audiences and drove incredible turnout.”
