Case Study, Multi-Channel Campaigns
Water Park’s Multi-Channel Campaign Makes a Splash
The Client
A waterpark was promoting a new pricing scheme: Buy early, visit weekdays, and save.
They wanted to reach local parents and people on specific ticketing sites or at a local grocery chain.
The Audience
- Kids ages 7-13 in two local cities
- Anyone, any age, buying tickets from a ticket aggregation site
- All demos of people shopping at a grocery chain that sold their tickets
The Tactics
- Email to 100,000 parents
- Retargeting of openers (about 6 ads each)
- Geofencing of grocery stores
- Contextual campaign aimed at ticketing sites
- Keyword banner campaign
The Timeline
Day 1: Deploy email
Day 2: Openers get retargeted banner ads
Day 3: Geofence grocery stores
Day 4: Launch contextual banner campaign
The Results
Clickthrough rate
Website visitors
Weighted actions
Geoweighted actions
Geofencing
200,002 impressions
344 clicks
.17% CTR
40 Weighted actions
Keywords
198,118 impressions
62 clicks
.13% CTR
53 Weighted actions
123,000 emails delivered
23,365 (17%) opens
2,247 clicks
1.8% CTR
Retargeting
123,029 impressions
166 clicks
.13% CTR