Overview
Our client, who asked to remain confidential, is one of the most beloved theme and water parks in the US. Children of all ages pour through their gates every year to ride, swim, play and splash. Our client's park operates 40+ attractions for every age group and offers various experience packages to choose from.
Goals
The theme park lost a significant amount of business when Covid hit, and people were forced to stay inside. Once the park was ready to reopen, our client decided to run a brand awareness campaign to attract customers back to the park. They approached AdVenture Media to help them skillfully optimize their paid search acquisition campaigns.
Challenges
Business
- Customers were highly reluctant even to consider bringing them and their children to an amusement park because of the high risk of exposure in such a public setting.
- We had to make it extremely clear that the parks were safe and that specific protocols were enforced to prevent anyone from getting sick.
Paid Search and Social
- The client was looking for improved performance from two years prior, their last typical year of business.
- The client already had heavy branding traffic but needed to figure out other avenues to optimize to grow the business.
Strategies
We leveraged Youtube to help increase our branded search traffic and provide a warm audience to target with remarketing list search ads (RLSAs.)
We leveraged popular kids' channels on Youtube to get children (and their parents) excited about the possibility of attending the theme park. To target these channels, we researched and created a curated list of highly relevant YouTube channels. Because kids of a young age often watch YouTube on their parents' devices, we knew that parents would also be included in this audience. So, we ran a YouTube remarketing campaign for this audience so that when parents were browsing YouTube, they would see the same ad and be excited about the theme park as well.
As we started to build brand awareness through YouTube prospecting, we were simultaneously building up an audience that would aid in our search campaigns. Now that customers were primed and enthusiastic about the theme park's reopening, we could bid on broader keywords against our primary competitors.
Results
- 152.39% ROAS increase
- 40.54% CPA decrease
- 278.35% increase in revenue
- 50.26% conversion increase
And of course, boatloads of happy kids and even happier parents!
