Using Digital Marketing to Promote an Event

To help with the Memphis Zoo’s mission of wildlife conservation and education, the zoo hosts various fundraisers and events throughout the year. One of these is Roar & Pour – a culinary and cocktail experience.

In 2022, the Memphis Zoo reached out to MHP/Team SI with the desire to run a digital advertising campaign to increase awareness of the event and increase ticket sales.

The result? The Roar & Pour campaign saw a near 400% return on ad spend!

Crafting a Digital Strategy

MHP/Team SI set out to reach a local audience who is interested in whiskey and bourbon as well as those who are “foodies” with a higher than average household income. We geotargeted the campaign to a 25-mile radius around Memphis, and we delivered ads for six weeks leading up to the event.

Ad placement

Placing Ads with Absolute Precision

Our digital media strategists utilized four channels to deliver ads to our target audience.

On Meta (Facebook & Instagram), we targeted Memphis residents who are interested in wine, food & wine, whiskey and bourbon. On YouTube, we targeted those who are in the top 40% of household income and frequently dine out or are identified as “foodies.” On Connected TV, we targeted households who are purchasers of spirits, have interest in spirits, or who visit bars and lounges and have an above-average household income.

Finally, we utilized display retargeting to deliver ads to anyone who visited the Roar & Pour landing page.

Producing Great Results

At the end of the day, the results for our client were outstanding. Across all platforms, our ads received more than 668,000 impressions and more than 2,300 clicks. The client also saw a 371% return on ad spend.

The Roar & Pour campaign proves that supporting events and fundraisers with targeted digital advertising campaigns will result in a measurable increase in attendance and revenue.

Are you ready to see similar results on your digital marketing campaign? Get in touch with us. We’ll be happy to discuss a solution that works for you and your business.

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