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Organic Content for a Sell Out Christmas

Organic Content for a Sell Out Christmas

+70%

Direct traffic from social vs 2019.

39,000

Organic Facebook event reach

+40%

Instagram launch post reach vs 2019

The Client

Piglets Adventure Farm is a family run Farm Park in York. Whilst offering indoor, outdoor and animal activities, they continually grow their business with a range of popular events each year. This includes offering over 10,000 home grown pumpkins at their October Pumpkin Festival and Magical Sleigh Rides to Santa’s Woodland Village in November & December. 

The Challenge

Piglets Adventure Farm needed to launch their 2020 Magical Sleigh Rides event, pre- promoting the ticket launch date on social media to create awareness, urgency and bookings. 

Our team know that even if paid digital advertising is being undertaken, behind every successful paid for campaign is a strong organic social media strategy to strengthen brand and create trust.

It was crucial to push key event and launch date messaging across all social platforms to improve reach and drive awareness, whilst maintaining a strong tone of voice to represent brand personality and values.

The Strategy

Primarily focusing on the networks for which Piglets Adventure Farm had the biggest following, Facebook and Instagram, and working creatively, our team created a content strategy leveraging a mix of post styles and placements across channels. This included newsfeed single image and video posts, events and stories to maintain a good level of awareness across different audiences. 

It was important to stagger teaser posts promoting the ticket launch date across a month long period, weighting content to increase the number of posts and urgency of key messages as the launch date drew nearer. 

On launch day itself, posts and creative linked directly to the Magical Sleigh Rides website landing page, keeping the number of clicks from social to booking as low as possible.

We made sure to continually review the performance of the posts: analysing the best time to post, the most effective creative to use and which platforms achieved the best results in order to create a strong organic social media plan. 

The Results

  • 70% increase in website traffic directly from social media vs 2019
  • Organically, the Facebook event reached over 39,000 people with over 2200 event responses
  • Launch Facebook post reached over 104,000 people with over 26,000 engagements
  • 40% increase on reach for first 2 Instagram launch posts
  • Worked with Piglets Adventure Farm team to use strong creative
  • Retained tone of voice to represent brand values
  • Identified which posts performed the best and adapted the strategy

We’re really impressed with Agility. They understand our vision and work hard to achieve the best possible results.

Ed Sykes- Piglets Adventure Farm

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