Digital Advertising for Dudley Zoo

Digital Advertising for Dudley Zoo

+26%

Increase in web users compared to 2020

44,019

Total clicks from campaign

15%

Reduction in website bounce rate

The Client

Founded in 1978 and a registered charity, Dudley Zoo and Gardens in the West Midlands is a 40 acre zoo located in the grounds of Dudley Castle. 
The zoo is home to more than 1300 animals and over 200 species including Tigers, Penguins, Flamingos and Gibbons. Dudley Zoo also hold a number of school holiday events such as their Halloween Extravaganza and Christmas Santa’s Grotto.

The Challenge

Following a number of COVID 19 lockdowns, Dudley Zoo needed to boost their Summer footfall through a smart and agile digital marketing campaign throughout the school holiday period.

The Strategy

We undertook a 6 week Google, Facebook, Instagram and YouTube campaign to reach Dudley Zoo’s core audiences of families and couples across a variety of channels and touch points.

It was important to target a both engaged and prospect audiences to give the campaign the best chance of success. Website tracking was set up and used to create and define the best audience lists to target.

For Dudley Zoo, copy and creative was particularly important. A visit to Dudley Zoo is packed full of fun, adventure….and of course incredible animals. It was important this was front of mind throughout all creative and copy.

Using a selection of Dudley’s existing photos and videos our team identified, cropped and edited the elements that using our extensive knowledge of the visitor attraction sector, we knew would perform best on each platform. We crafted a variety of advert creative to run across the 6 week period including events, testimonials, videos, video collages and single images. Messaging was tailored to hot, warm and cold audiences.

Of course an online campaign does not start and end with the adverts. We also reviewed and made key recommendations for improvements to the campaign landing page including copy, layout and placement of call to actions throughout the campaign to ensure best possible chance of conversion.

A dedicated project manager was allocated to Dudley Zoo who worked with our Online Manager and digital team to craft, write and upload fresh adverts to each platform in weekly batches ready for sign off. Weekly telephone catch ups and daily optimisation also ensured Dudley Zoo were involved in the process from start to finish.

The Results

  • 26% increase in web users compared to 2020
  • Cost per clicks from 5p
  • 15% reduction in website bounce rate
  • Online creative refreshed weekly
  • Tailored campaign to a mix of engaged and prospect audiences
  • Monitored and optimised daily.

Following the 3 lockdowns, we wanted a marketing agency who understood the market. We’re glad we chose Agility.

They generated excellent results across a 6 week Google, Facebook, Instagram and YouTube campaign, used their industry knowledge to plan a strong radio campaign and were a real pleasure to work with.

We were extremely pleased with the results and would recommend them to any visitor attraction.

Andrea Hales, Marketing Manager Dudley Zoo

 

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