Drayton Manor Paid Social
DRIVING TICKET SALES UP BY 271% WITH A FULL FUNNEL SOCIAL STRATEGY TO OVERTAKE COMPETITORS
The brief
Drayton Manor had compelling creatives and to-the-point messaging for their social targeting. But the results were stubbornly elusive. Prospects were wandering off. The strategy was sound, but still somehow missing the mark.
So, we went back to the drawing board. The journey from eyeballs to ticket sales is not simple. But we cracked the code using smart retargeting!
271%
INCREASE IN TICKET PURCHASES
377%
INCREASE IN CONVERSION RATE
129%
INCREASE IN ROAS
78%
INCREASE IN WEB VISITS
WHAT WE DID
Our mission was to minimise drop-offs throughout the funnel. But to get there we had to re-engineer the social strategy.
We set out to create awareness that could drive deeper engagement. We knew impressions alone couldn’t get us there. So, we swapped the awareness performance goal from Reach to Video Views. Although this resulted in a drop in impressions, it put us on the right track.
Next, we paused prospecting for both traffic and conversions, shifting our focus entirely to retargeting messaging. And we hit that drumbeat across each stage of the user journey. We used sequential retargeting and tailored messaging across the awareness, consideration and conversion stages.
The result? A clear win for ticket sales growth. By re-thinking goals and messaging at the same time, we tapped into higher-intent traffic that drove up web visits and conversion rates.
