
The challenge
Dudley Zoo aimed to increase awareness and attendance for their 2024 Easter event, “Explosion of Colour.” The objection was to raise awareness to both new and returning visitors and for them to purchase tickets and attend the event.
The primary challenge was to reach a wide audience efficiently, driving traffic to their event page while maintaining low advertising costs. We wanted to achieve a low cost per click (CPC) for cold audiences, improve their click-through rate (CTR) to over 1%, and ensure low cost per acquisition (CPA) for warm and hot audiences, all while generating good conversions.
Our strategy
To meet Dudley Zoo’s objectives, we recommended a three-week digital advertising campaign spanning Facebook, Instagram, TikTok, and Google, platforms known for reaching families and couples—Dudley Zoo’s key audiences.
Before launching the campaign, we conducted an in-depth analysis of past performance, with a close look at the successes of 2023. We pinpointed top-performing ads and refined both messaging and visuals to optimise impact, while also developing fresh creative assets for A/B testing. Our two-pronged strategy targeted both warm, existing audiences and new prospects, maximizing the campaign’s effectiveness across diverse audience segments.
Copy and creative were at the heart of our approach. Embracing the ‘Explosion of Colour’ theme, we crafted bold, vibrant visuals that perfectly complemented Dudley Zoo’s brand. Each ad highlighted the zoo’s promise of excitement, adventure, and unforgettable animal encounters. By blending brand consistency with attention-grabbing content, we created ads that not only captured attention quickly but also boosted awareness for the event.

The results
The 2024 Easter digital campaign was a resounding success.
We achieved:
- Over 15,000 clicks, significantly boosting engagement and interest in the event.
- An exceptionally low average cost per acquisition (CPA) across all platforms, 40% better than benchmark.
- A projected 91,500 in revenue, with a return on ad spend of over £16 back for every £1 spent.
Our digital advertising strategy not only exceeded Dudley Zoo’s expectations for cost-efficiency and conversions but also heightened overall event awareness, making the campaign a major success for the 2024 Easter season, and a great start to the year.
15,000+
Clicks
40%
Better
91,500
Revenue
“Right from the start, the Agility team showcased a clear understanding of our objectives and developed a targeted digital ad strategy that surpassed our expectations. Using Meta, TikTok, and Google, Agility successfully increased awareness, drove engagement, and boosted ticket sales. The results were outstanding, particularly in terms of conversions. What truly stood out was their combination of creativity and data-driven approach. We couldn’t be happier and highly recommend Agility Marketing.”
Andrea Hales, Marketing Manager, Dudley Zoo & Castle