CASE STUDY
Los Angeles Zoo
5:1
ROAS
53%
Decrease in CPA
21MM
Ad Impressions
Objective
The Los Angeles Zoo partnered with AUDIENCEX to boost awareness and drive online ticket sales for their annual Halloween bash. This year’s campaign focused on targeting a new audience: the LA nightlife crowd. The Zoo aimed to create a dynamic and engaging campaign to promote its new evening events series for adults, establishing the Zoo as a unique destination for nightlife entertainment.
Strategy
AUDIENCEX implemented a tailored digital campaign designed to reach the Zoo’s target audience of LA nightlife enthusiasts. The strategy included:
- Whitelist Advertising: Curated a list of high-traffic nightlife and event-focused websites and apps to ensure the campaign reached the intended demographic.
- Geo-Targeting: Deployed hyper-local targeting across mobile and desktop devices, focusing on Los Angeles to maximize relevance and impact.
- Data Collection and Retargeting: Leveraged first-party data from campaign exposures to build a retargeting strategy, re-engaging users who showed interest but hadn’t yet converted.
This multi-pronged approach allowed the Zoo to connect with a new audience segment while driving engagement and ticket sales for the event.
Tactics
- Audience Alignment via Whitelisting: Carefully selected nightlife and entertainment platforms to align ad placements with the interests of the target demographic.
- Hyper-Localized Geo-Fencing: Used precise geographic targeting to ensure ads reached users within Los Angeles who were most likely to attend the event.
- Dynamic Retargeting Campaigns: Engaged users who interacted with ads or visited the Zoo’s website, nudging them toward completing their purchase.
- Event-Specific Creative: Designed visually captivating and event-specific ads that highlighted the Halloween bash’s unique appeal, emphasizing the adult-focused experience.
- Real-Time Performance Monitoring: Continuously optimized ad placements and targeting strategies throughout the campaign to ensure peak performance.
Results
The campaign was a resounding success, achieving:
- Record-breaking online ticket sales for the Halloween event.
- A 43% reduction in cost per acquisition (CPA), reflecting increased efficiency.
- A remarkable 5:1 return on ad spend (ROAS), demonstrating strong financial results.
By leveraging targeted strategies and engaging creative, AUDIENCEX successfully positioned the Los Angeles Zoo as a destination for the LA nightlife crowd, driving immediate ticket sales and fostering a new audience for future events in their evening series.
