Case Study |

We took a three-pronged approach to individually address Wilder Institute/Calgary Zoo’s unique needs. To strengthen brand promotion and awareness, we first identified new and existing audiences interested in visiting the zoo, herding them according to demographics, interests, and behavior, to tailor ad delivery. To increase attendance and revenue, we focused on people interested in seasonal attractions, special events, memberships, weddings, and camps at the Wilder Institute/Calgary Zoo, tailoring ads to attract families, nature enthusiasts, event planners, and educators. To improve ROAS, we analyzed data using RainBarrel to target audiences more effectively. Leveraging first-party and real-world data, we were able to refine targeting and improve ad relevance. Our campaigns were optimized for maximum buzz on platforms such as Snapchat, Connected TV, LinkedIn, and YouTube, using an omni-channel approach to strategically segment and reach relevant audiences.

We also identified key audiences into 7 main segments, including:

• In-Market, for individuals interested in visiting zoos, family activities, camps, wildlife enthusiasts, and families looking for outdoor activities.
• First-Party, where we leveraged 1st-party data sources collected directly from visitors and customers, including email addresses, website interactions, and purchase history. We used this data to create personalized marketing campaigns and improve visitor experiences. For instance, sending targeted ads to visitors who had previously attended specific events or exhibits, promoting similar upcoming events or new attractions.
• Lookalikes, where we analyzed Wilder Institute/Calgary Zoo’s first-party data (memberships, emails, newsletters and event bookings) to create a lookalike audience profile. This profile targeted ads to individuals similar to current visitors, but who had not visited the zoo yet. This Lookalike audience helped us to reach relevant markets who were more likely to be interested in visiting, thus increasing attendance and engagement.
• Remarketing, for previous visitors to the Wilder Institute/Calgary Zoo website or attendees of past events, with an aim to re-engage them and encourage repeat visits.
• Demographic, which targeted specific groups such as families with children, young adults, and seniors based on their interests and preferences.
• Location-Based, where we used RainBarrel to target individuals in real-world locations who visited similar attractions.
• Interest-Based, which tailored ads based on user interests related to wildlife conservation, animal welfare, outdoor recreation, family activities, and date nights/days.