The Nightmare Realm
The key challenge for the Halloween 2017 campaign was to beat the performance benchmarks achieved by the previous year’s campaign. This entailed driving more sales at less cost and in the process delivering a much higher return on investment from the Nightmare Realm’s digital investment.
We created an integrated cross-device campaign, aiming to engage prospective customers across a variety of different ad platforms in a coordinated way: social media (including Facebook, Twitter, Instagram and Snapchat), YouTube, AdWords and Programmatic Display. We used first-party data to engage previous years’ customers and as the basis for creating lookalike audiences.
1. Deployed campaigns on major social media platforms such as Twitter, Snapchat, Facebook and Instagram, using intelligent targeting to reach desired audiences
2. Targeted Adwords campaign with optimised use of negative keywords in order to improve engagement
3. Our programmatic campaign (using both Display and Native formats) focused specifically on mobile banners and MPUs
4. Our first ever campaign using Snapchat was a complete success for the company
Year on Year increase in ROI
Award Winner - DMA "Best Social Media for Events"
Improvement on Adwords Return on Investment compared to last year
Targeted Adwords campaign
We found that mentioning the price of the event in the ad copy significantly improved our click-through rate.
We optimised our use of negative keywords in order to improve click-through rate even further.
Specific Demographic marketing
We aimed primarily to remarket to customers who had already demonstrated an interest in The Nightmare Realm and other horror inspired events.
Views on Snapchat
Increase in sales from Adwords