THE GOAL

Consistent Wins Across Campaigns

Tourism Victoria is a destination marketing organization that markets Victoria B.C., and the surrounding area, to the world. Victoria is a unique blend of old world charm and new world experiences. As an island destination, Victoria offers visitors an escape from the hurried world and beams with ambiance.

The overarching goal was to execute a programmatic campaign during April, May, and June that would attract visitors to Victoria. The plan was to reach aspirational influencers as well as authentic and affluent travelers in Vancouver, Calgary, Toronto, Edmonton, San Francisco, and Seattle.

THE CHALLENGE

Discovering What Works

The Major challenge was discovering which strategies would accomplish Science World’s goals. We had two things to determine:

  1. Why users were bouncing and not clicking-though to purchase tickets.
  2. How to keep users on the page for longer to encourage ticket sales conversions.

Additionally, working on three different campaigns raised a bigger question: Which channels and advertising methods would be the most effective for each target demographic? Among Facebook, Search, Display, or Videos Ads, which types would drive the biggest results when it came to ticket purchases, for the most economical ad spend – especially for a self-supporting, non-profit organization like Science World.

THE EXECUTION

War Room’s Methodical Approach

War Room specializes in placing digital advertising incorporating search, video, display, native, and social ads. Operating as a demand-side platform (DSP), our objective for all of Science World After Dark’s events was to leverage our significant ad buying power to take the ads that they create and place them in front of the eyes of their target demographic—which was different for each event.

“War Room was recommended to us. And, we approached them initially not knowing what we were going to get,” says marketing coordinator Andre Coronado. “We told them that we wanted to promote Science World After Dark and asked them if they could place videos strategically across the Internet.”

After a consultation, Science World partnered with us to maximize ticket sales to the Science World After Dark event. This event interactive exhibit provides a space in the evening that allows for adults to mix, mingle about science, and have fun like a kid—without the kids.

Science World After Dark was just the beginning. Following on the heels of the successes with Science World After Dark, the Ultimate Dinosaurs feature exhibition was the next campaign. This feature exhibition introduced visitors to new and unique dinosaurs that evolved in isolation in South America, Africa, and Madagascar.

When Science world started the Ultimate Dinosaurs campaign, they were totally in the dark. “We didn’t have the data in terms of promoting a feature exhibition,” says Andre. “We didn’t know whether it would work on Facebook, or Twitter, or another channel. We didn’t know whether we could convert online sales.”

War Room provided all the answers. We used meticulously detailed display, search, and Facebook ads to drive traffic to the Ultimate Dinosaurs’ landing page and ensure maximum engagement while also boosting conversions.

Through our collaborative and transparent process, we provided the same effective execution process for the Wonder Gallery speaker series. This ongoing series showcases the fun and inspirational speakers, targets parents, caregivers, and teachers.

While each campaign had its unique challenges, we followed a methodical approach that allowed us to optimize the campaigns as necessary. “Whenever War Room found that a certain ad was not getting as many click-throughs as we wanted, or whatever the benchmark was, they went back and switched the creative, retargeted ad channels, or told us what we could do so that the ads will perform well.” shares advertising and promotion specialist Karthik Krishnaswamy. “That’s how they helped us optimize the
ads.”

THE RESULTS

Success After Success After Success

Any agency can deliver success in one campaign. But, it takes a devoted agency with unique talent and experience to deliver consistent success across a diverse range of programming—year after year.

“From the beginning [of the Science World After Dark campaign], everything worked so well,” shares Andre. “And, we were selling out. And we kept selling out. It was really nice going to War Room and saying that we have to stop running our campaign because we’ve sold out and asked them if we can we put the money towards a different campaign.”

After four consecutive sell-outs for the Science World After Dark campaign and an impressively low acquisition cost, we turned our attention to the Ultimate Dinosaurs feature exhibition. “Ultimate Dinosaurs was one of our best-selling exhibitions,” says Karthik. “The results were great!” For the Ultimate Dinosaurs exhibit, we generated more than $40,000 in sales above what Science World previously achieved through traditional marketing efforts. Additionally, we drove 567 1,038 total conversions with an $8.4296 Cost Per Conversion (CPC). Wonder Gallery speaker series represented yet another huge success. “War Room would change the campaign on the fly to improve the results. And they were always incrementally getting better and better every time,” says Andre. “And, it worked!” For the Wonder Gallery speaker series, the engagement was the primary goal. We were able to achieve an average time on site of 4:02 2:46 minutes. That was the most ever for the series. The campaign also exceeded our impressions goal of 45,513 by nearly 200% while exceeding our number of clicks goal by more than 400%. At War Room, we focus on delivering results by leveraging the power of artificial intelligence in how we serve ads to optimize campaigns. Additionally, we provide our clients with extremely detailed analytics. The details help them understand the complex work that we do while giving them the knowledge they need to make effective decisions.

Website Conversions

%

Conversions Rate
“One of the things we love about War Room is their reporting and the analytics,” Andre explains. “Everything is so detailed and in-depth.” We make it easy to compare results across different channels to see what works and what doesn’t work. When asked what he thought about War Room’s consistent success on Science World’s campaigns, Andre says “I would definitely recommend War Room simply because they get it done! They make the results happen.”

Year-Over-Year Scorecard

As a result of all the optimizations, Tourism Victoria saw the campaign performance improve significantly, compared to last year:

%

Conversions
Year-over-year

%

Time On Site
Year-over-year

%

Bounce Rate
Year-over-year

%

Conversion Rate
Year-Over-Year

Overall
Advertising

Native
Advertising
Display
Advertising
Facebook
Advertising

·      Bounce rate for Phase 1 decreased from 83.96% to 76.84%

·      Time on-site for Phase 1 increased from 00:36 to 01:46

·      Bounce rate for Phase 2 decreased from 80.99% to 71.44%

·      Time on-site for Phase 2 increased from 00:34 to 03:11

·      Native’s bounce rate decreased from 89.54% to 83.91%

·      Native’s time on-site increased from 00:23 to 04:00

·      Display’s bounce rate decreased from 86.62% to 70.96%

·      Display’s time on-site increased from 00:33 to 02:30

·      Facebook’s bounce rate decreased from 64.98% to 59.46% 

·      Facebook’s time on-site increased from 01:08 to 03:04

Overall
Advertising

  • Bounce rate for Phase 1 decreased from 83.96% to 76.84%
  • Time on-site for Phase 1 increased from 00:36 to 01:46
  • Bounce rate for Phase 2 decreased from 80.99% to 71.44%
  • Time on-site for Phase 2 increased from 00:34 to 03:11
Native
Advertising
  • Bounce rate decreased from 89.54% to 83.91%
  • Time on-site increased from 00:23 to 04:00

Display
Advertising

  • Bounce rate decreased from 86.62% to 70.96%
  • Time on-site increased from 00:33 to 02:30
Facebook
Advertising
  • Bounce rate decreased from 64.98% to 59.46%
  • Time on-site increased from 01:08 to 03:04

TESTIMONIAL

“I Definitely Recommend War Room.”


It was really nice going to War Room and saying that we have to stop running our campaign because we’ve sold out and ask them if we can we put the money towards a different campaign.

I would definitely recommend War Room simply because they get it done!
They make the results happen.

 

Andre Coronado
Marketing, Science World

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