Scaring Up Test Results for Better Performance
Holiday World online campaign analytics
Holiday World & Splashin’ Safari tried a new tactic on their Happy Halloween Weekends call-to-action and loved the results.
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You may remember reading about Holiday World's Happy Halloween Weekends marketing strategy in a previous case study. While the results in that study were good (20% attendance increase over four years), they were broad. And we at Williams Randall are nothing if not detailed when it comes to learning what works and what doesn’t work. Well, the latest results from the online portion of that campaign are in—and boy, did they work.
We had a discount message to convey, which we generally assumed would increase sales. But what we really wanted to learn was whether the awareness advertising we’d been running had gotten us to a point where we could lean on a straight conversion tactic. In other words, did the audience know enough about Happy Halloween Weekends to act on a “save now” call-to-action, or did they still need to be coaxed into the funnel with a “learn more” call-to-action. So we developed two sets of display ads to find out.
Turns out our previous awareness groundwork—not to mention the experience Holiday World provides in the park—had done their part to pave the way for a “save now” call-to-action. In addition, the discount offer generated enough sales to more than make up for the lower ticket price:
- The Likelihood of Purchase After Clicking increased by 659%.
- Consequently, the Cost Per Conversion went down by 81%.
- The client’s Return On Ad Spend went up a whopping 1150%.
Of course, increased sales from decreased prices is only part of the story here. The bigger news is that Williams Randall has the analytical expertise to dig as deep into the numbers as it takes to track whether the strategic and creative work we do with you is actually working. In this case, the numbers speak for themselves.
Our Responsibilities: Branding, Campaign Strategy, Concept Development, Copywriting, Creative Services, Design, Media Buying, Media Planning, Online Advertising Strategy, Radio Concept Development, Radio Production, Strategy
Client: Holiday World & Splashin' Safari