Zoo Drives Exponential Lift in Ticket Sales
Through a multichannel paid media strategy run by its agency of record (AOR) and Goodway, the AOR’s media execution partner, a U.S. zoo boosted its ticket sales, grew its revenue and increased its ROAS.
Our mutual client is a global nonprofit that provides world-class care to thousands of animals including gorillas, giraffes, kangaroos, lemurs and elephants. The zoo hoped to bring in more visitors during popular tourism months and spread awareness about its annual benefit event. The zoo turned to its AOR and Goodway for support.
The AOR and Goodway partnered together on creating a fresh media strategy for the zoo. After conducting detailed audience research, we decided to use a multichannel approach to achieve this goal. Goodway executed paid media campaigns using display, search, Meta and YouTube ads — a blend of new and existing channels to manage testing and performance.
The campaigns ran in June, July and August. Goodway optimized the campaigns in real time to ensure the most efficient outcomes. In June, the zoo saw a 14% increase in SEM conversions. In July, the campaigns brought in a 71% increase in revenue and a 55% increase in conversions. In August, the campaigns brought in a 114.52% increase in revenue and a 45% increase in ROAS.
Key Outcomes
The multichannel media strategy drove an increase in general admission tickets as well as awareness of the zoo’s annual benefit event, achieving significant results — including generating $2.43M in revenue from SEM and Performance Max ads from June – August.
42%
revenue increase from June – August compared to the previous three months
$55.94
ROAS for June through August
206.4k
clicks from June – August in SEM and Performance Max
