Alberta-Based Zoo Observes Roaring Success with Conversion Campaign

The Challenge

A family-favourite destination, Wilder Institute/Calgary Zoo has been around for nearly a century, serving as one of Alberta’s tourism treasures since 1929. With the impacts of lockdown, Wilder Institute/Calgary Zoo was looking for a new way to adapt to shifting circumstances and constraints while welcoming locals out of hibernation during the late stages of the pandemic. They needed a way to enhance brand visibility and reach, while boosting attendance and improving their return on ad spend (ROAS). With a focus on brand visibility and impact, LoKnow worked with Wilder Institute/Calgary Zoo on an innovative approach including an omni-channel strategy, utilizing real-world location data, and comprehensive audience segmentation. This approach addressed industry challenges and allowed the Zoo to capture rich, reliable data, leading to enhanced brand visibility, reach, and improved ROAS.

The Objective

Wilder Institute/Calgary Zoo needed a way to enhance brand visibility and reach, while boosting attendance, and improving their return on ad spend (ROAS).

The Strategy

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.

The Conclusion

An article was published announcing Wilder Institute/Calgary Zoo’s extraordinary milestone in 2023—setting a 90 year attendance record. With over 32% Year-over-Year revenue growth, the zoo hit the ground running with more than 2,500 contact form submissions and emails, and more than 500 event form submissions for Christmas. Wilder Institute/Calgary Zoo was incredibly impressed with the entirety of the campaign, from the consistent reporting, to watching their growth scale from where they were.