Mountain View Ranch - Paid Media Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
Mountain View Ranch briefed us to deliver a robust paid media campaign to drive awareness, bookings and ultimately footfall for the Easter holidays period and specifically the key Easter bank holiday weekend. The aim was to sell out the Easter weekend period, regardless of the great British weather…
What We Did.
First of all we assessed Mountain View Ranch’s previous booking data and audience profiles to establish where the core target audience is most active and where the paid media budget could be best utilised. Due to a tight budget, we focused the activity purely on Meta to ensure we drove the highest level of bookings for the lowest CPA.
Although we focused on only one channel, we segmented the activity to run across two objectives and multiple audience profiles to target a range of parents demographics, grandparents and audiences within a 55 mile radius of the Ranch. By combining both traffic and conversion ad campaigns, it allowed us to build awareness of Mountain View Ranch’s Easter schedule of events whilst also driving ticket sales through the bottom of the funnel conversion activity.
Creatively we used a mix of engaging short form video for story telling to drive reach and frequency alongside harder working ‘book now’ CTA on static and carousel ads to drive down the CPA on direct response ads.
Over the 4 week campaign, we monitored the creative and audience segmentation performance and up and down-weighted budgets according to the top performing campaigns measuring against the volume of campaigns,CPA and highest ROAS, which indicated a higher level of tickets purchased per booking.
Results.
During the campaign period, activity drove over 231k impressions and more than 2,100 new customers through to the Mountain View Ranch website. More importantly, the campaigns directly attributed 508 bookings which resulted in a 14:1 ROAS with, against a target of 6:1 and a blended CPA of just £2.82. And yes, the Easter bank holiday weekend sold out and it was sunny - hurray!