150th Silver Spurs Rodeo | Work Portfolio

WILDEST DEAL EVER!

Wild Florida

ABOUT

Wild Florida is an attraction that offers a variety of family-friendly experiences. Located 45 minutes south of Orlando, guests can go on an airboat tour, experience an animal encounter, or drive alongside a variety of exotic and native animals, all in one place.

PROBLEM
Since 2021, Wild Florida has run a Wildest Deal Ever promotion where, for only the week of Black Friday through Cyber Monday, they offer an annual pass for their Drive-thru Safari Park. Comparing Nov. 2021 to Nov. 2022, there was a 20% decrease in annual passes sold.

SOLUTION

Run new types of ad creatives to promote the deal while also incorporating new platforms to re-engage low-hanging audiences that might be more likely to buy.

PASSES SOLD

↑46%

PASS REVENUE

↑40%

ROI

19%

GOALS WERE CRUSHED

What were the
needle movers?

Run Ads On New Digital Platforms

Working a marketing manager, we conducted a campaign audit, and I identified an area of opportunity to expand our digital marketing campaign efforts to include two new Google Ads campaigns. One geared to new family-oriented audiences, introducing the brand and the deal to them. While the other new campaign was a search campaign, reaching those actively looking for annual pass specific deals.

Diversify Ad Creative With "Low-pro" and UGC

In previous years, we hired a professional videographer to create professional vertical, horizontal and square videos, highlighting the deal for our paid social ads. In 2023, I asked that we add two new creative assets to our Google Ads and Meta Ads, one asset being user-generated-content (UGC) of a past park attendee and one "low-pro", "native" platform video our team shot with their phones to promote the deal.

Beat The Ever-Changing Paid Ads Algorithm

At the time in 2023, Meta Ads grouped people who "live", "have recently been," and "who are traveling" in your target areas into an audience. To combat this targeting change, I requested we break our Meta Ads into two different campaigns to help qualify our audiences. One Reach campaign would help promote the deal to audiences in our target area. While, the Traffic campaign would be a retargeting campaign; re-engaging with people who watched 50% or more of the video we ran in our Reach campaign, with three different creative videos: one being a user-generated-content video, the second being a "low-pro" video and the last one being a different professional video.

Re-Engage Customers In New Ways

For the first time in 2023, I suggested we expand our re-engagement campaigns to include SMS marketing. I worked with our marketing manager to look over booking data for the year and export a list of those who booked a Florida Resident Drive-thru Safari park experience. The list was then imported into a new SMS software and the recipients received four time sensitive text messages about the deal.