The challenge
Whilst a broader online advertising campaign was working well for general awareness, Piglets Adventure Farm needed to push engaged users through the conversion funnel and encourage them to convert for their ‘October Pumpkin Festival’ event.
After being closed for a long period during lockdown, earning the trust of engaged users and creating confidence in COVID measures was key to success.
Our strategy
Research told us that 84% of the public trust online reviews as much as a personal recommendation.
We also knew that videos achieve strong results in online campaigns with statistics showing that videos on Facebook get a 20 – 30% higher conversion rate than other types of adverts.
So, to push users down the final path to conversion, we created a series of testimonial videos.
Using strong, bright and colourful hero images to capture our audiences attention online, we overlaid reviews from Facebook and TripAdvisor to highlight value.
We ensured the reviews included covered all key messages, from ‘free pumpkins’ to ‘adorable animals’ and ‘outdoor adventure’ in addition to including comments on increased cleaning and social distancing measures to ensure our audience would feel safe.
We reiterated this message by using the Visit Britain ‘Good to go’ logo on the slideshow, which showed that Piglets Adventure Farm have passed an assessment to confirm they were correctly following COVID-19 restrictions.
Creative was also changed weekly to prevent advert fatigue.
The results
– Piglets Adventure Farm sold out on all dates before their half term week started
– 48%* conversion rate for hot audiences
– 14%* conversion rate when replicated for warm audiences
*converion rates based on a clicks to conversion ratio
– Attention grabbing videos created by our in house team
– Key messages incorporated
– Adverts monitored throughout by our digital team
48%
Hot Conv Rate
14%
Warm Conv Rate
Sold Out
Event
“Agility Marketing manage our full marketing and, every year for the last 3 years, we have seen strong year-on-year growth. We’re really impressed with Agility, they understand our vision and work hard to achieve the best possible results.”
ED SYKES, PIGLETS ADVENTURE FARM
