Higher physical footfall, a reconnection with their local customer base, a relaunch of their signature rides and higher social reach/brand awareness – that’s what we were tasked with when one of Cornwall’s favourite and long-standing family attractions got in touch. Camel Creek Adventure Park needed a bit of an energy injection into the brand ahead of a busy summer season, and they needed results quickly – within eight weeks, to be exact.
We cracked straight on with getting a strategy in place to make sure we’d hit all the objectives; timelines, delegating tasks into the team, identifying ways to maximise all opportunities. We wanted to make sure the ‘feel good’ factor was threaded through all elements of the campaign, so we decided that a mega giveaway on social would be the best way to boost reach in such a short timeline. The #30daysofgiveaways campaign gave the customer an added value prize every day, which not only helped to solidify those ‘feel goods’ for their visitors, but made Camel Creek’s social channels soar as well. We also produced a suite of fresh imagery and video clips to modernise the brand, and we put together a comprehensive PR campaign to gain widespread coverage in the local media, including reaching out to influencers and traditional press articles.
What happened next?
The short, sharp burst of creativity and activity was exactly what the Camel Creek brand was looking for. The social campaign reached almost 1.5 million people and post engagement on social media increased by 333%. The campaign also attracted more than 3,000 new Facebook followers in just 8 weeks. Every single piece of PR that was distributed to local press was featured in print, and the blogs written by local influencers reached a further 32,000 people. But did this result in any extra profit for Camel Creek, we hear you ask? We wanted to make sure we could track and measure the ROI this campaign was bringing in as closely as possible, so we asked every visitor who saw the social posts to quote 30DAYSOFGIVEAWAYS upon entry. The staff then kept a record of how many times it was said over the course of the summer. Once totted up, the amount of times it was said resulted in thousands of pounds of extra revenue for Camel Creek.