Book of Free: 2021 Spring Campaign

Book of Free: 2021 Spring Campaign

Book of Free: 2021 Spring Campaign

Digital and social media advertising to drive e-commerce sales.

Impressions

Clicks

INDUSTRY AVG. CONVERSION RATE

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Opportunity

The Book of Free’s 2020 Spring Campaign was cut short due to the rise of COVID-19 and the Six Flags Fiesta Texas Park’s temporary closing. The spread of the virus made it risky to be around others and people were advised to stay home. Organizations across various industries were heavily impacted as a result and had to quickly adjust to conduct business in a way that kept consumers and workers safe. Many dining and entertainment businesses in the Book of Free were closed during this time which made it essential for them to bounce back in 2021.

Idea

With a goal of driving customers further down the acquisition funnel and increasing Book of Free e-commerce sales, Noisy Trumpet developed a digital advertising campaign to promote their 2021 Spring Sale. The campaign ran from 2/15/21 to 3/21/21 and implemented the use of a promo code. The following tactics, along with TV spots in the San Antonio market and email marketing, were used to engage with prospects and existing customers across multiple channels:

  • Facebook Ads
  • Google Search Ads
  • Google Display Remarketing ads

Results

The success of the campaign was measured by the following results:

  • Book of Free had an extremely efficient Spring 2021 campaign, dramatically improving on direct sales from paid advertising campaigns compared to 2020:
    • Facebook – 181.62% increase in revenue
    • Google Search and Display Remarketing – 154.97% increase in revenue
  • In 2021, the total cost per conversion was 30.45% lower than the previous year.
  • Over the course of the campaign, the Facebook campaign had an over 5% direct sales conversion rate.
  • After the campaign officially ended on 3/21, it continued to contribute to additional sales. Visitors who had previously clicked on the campaign’s ads but not previously bought then made purchases after the promotion had ended, generating +5% in revenue of additional value.
  • From 2/15 to 3/24, the site generated a 211.81% increase in combined revenue from all sources compared to the same time frame in 2020.
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