Socks or Screams?
Adventure experiences have become mainstream. People of all ages, from young adrenaline junkies to family fun seekers, are looking for more adventurous activities in their leisure time. Another big trend in recent years is the increase of ‘experience gifting’ – choosing to buy experiences for loved ones over more traditional, material gifts, which are often not wanted and go unused.
With these trends in mind, Zip World knew that there was a huge opportunity to really maximise gift voucher sales by offering exactly what the market was looking for.
December 2017 had been hugely successful for Zip World gifting and, as you would expect, was by far the best month for voucher sales. The challenge which was laid down to Digital Visitor was to improve on this already strong performance.
Our core objectives
- Boost voucher sales ahead of the key Christmas gifting period
- Raise brand awareness of the activity offering among new audiences
- Raise awareness of the broad offering at ZipWorld
Our campaign concept centred around the ‘12 Thrills of Christmas’. This innovative video campaign brought the attractions to life across digital channels.
We targeted key audiences with a multi-channel advertising strategy. Ads were targeted to key segments, based on interest, demographic and geographical location.
- Nationwide thrill seekers with an interest in adventure activities
- Nationwide parents with children 3+
- Families within 2 hours of Bangor
These social media and Paid Search campaigns ran between late November and Christmas 2018 to promote Zip World gift vouchers as the perfect, thoughtful Christmas gift (and far more exciting than a pair of socks or another scented candle).
The campaign message was strengthened by promoting hero social content to the same audiences on Facebook and Instagram. Six pieces of high-impact video content were created and distributed to these key audiences over November and December, generating huge amounts of engagement.
Delivering on our word
25% year on year increase in voucher sales
“As you would expect December was by far our biggest month for gifting in 2017, and we headed into December 2018 with big targets. Digital Visitor took control of all the digital advertising for voucher sales and not only did they deliver an extremely effective digital advertising campaign, in addition they also developed a range of creative social media content which really helped to drive sales. All in all we finished nearly 25% up on sales for this critical month.”
SALES AND MARKETING DIRECTOR, ZIPWORLD UK