The challenge
The ‘go live’ date for the Piglets Christmas event is highly anticipated every September. Agility’s role is to heighten pre-launch ticket demand to create a buying frenzy. This year (2023), the challenge was greater than ever due to the cost of living crisis, which slowed down the Christmas launch. Despite this, we aimed to exceed previous sales and supported Piglets with a comprehensive advertising campaign.
Our strategy
The September Christmas ticket release was softly promoted over the summer via a Facebook event. However, the real marketing drive started seven days prior. Leading up to the Friday ticket release, we implemented a series of social media posts, published a new video, and sent an email shot to their 45,000-strong marketing list. We also used a small ad spend targeting those who had clicked on the summer ad.
Due to the cost of living crisis, the initial launch was slightly slower than in 2022. To counteract this, we responded with a three-week advertising campaign in November. Our campaign strategy also included organic posts, emails, and boosted Facebook posts
The results
Despite the economic challenges, the ticket launch achieved outstanding results:
– 23,000 tickets sold in 24 hours (68% of the total capacity)
– Email Campaign: 11.9% click-through rate
– Social Media Reach: 105,177 from posts announcing the ticket sale launch
– Cost Per Acquisition (CPA): £8.96 for the Christmas campaign over three weeks in November, with 500,000 impressions
– Facebook Boost Post: £1.73 CPA for the ticket launch campaign
The campaign resulted in Piglets’ best Christmas ticket sales ever, with a significant spike in website traffic indicating high demand.
11.9%
Email CTR
105,177
Social Media Reach
£8.96p
CPA
“As our Magical Sleigh Ride event continues to grow in popularity year on year, Agility has given us the tools & direction to make it a success across our socials, email, website and advertising – we’re very pleased to be working with them!”
Sarah Sykes, Piglets Adventure Farm
