How a Multi-Channel Strategy Delivered a 10.45 ROAS for Winter Wonderland Norwich

DNRG successfully transformed Winter Wonderland Norwich’s (WWN) marketing by allocating a significant portion of the budget to digital channels for the first time. Despite challenges like limited geographic reach and an underperforming website, we prioritised data-driven strategies and optimised campaigns across META, PPC, TikTok, and Klaviyo, with additional activity on Pinterest, Spotify, Programmatic, and YouTube.

As specialists in event-focused digital marketing, we used our expertise to drive engagement, increase attendance, and boost revenue, helping WWN overcome its challenges and achieve exceptional results.

What Challenges Did We Overcome to Achieve Our Objectives?

For the first time ever, a significant portion of WWN's advertising spend was being funneled into digital marketing. This was a bold move that came with its own set of challenges. Knowing this, it was our chance to prove the power of our digital marketing services and to demonstrate the value of every activity we would plan for them.

With a limited geographic area to work with, reaching as many people as possible was crucial. On top of that, the website was clunky and far from user-friendly. If we wanted to drive real results, we had to make sure the UX worked seamlessly to support conversions. And let's not forget: tracking sales, value and ROAS accurately would be absolutely essential.

The objectives were clear:

• Drive significant increases in website traffic, ticket sales, and inquiries.
• Surpass the previous year’s total of 90,000 visitors and increase revenue from tickets, food, drink, and amenities.
• Create eye-catching campaigns to spark awareness and engagement.
• Run cross-platform campaigns to reach audiences at multiple touchpoints.
• Achieve the lowest cost per sale for ticket purchases.
• Implement accurate tracking, improve SEO rankings, and enhance onsite UX.

Excited by the challenge, our team jumped in with full dedication. We weren’t just looking to meet expectations; we set out to exceed them. Let’s dive into the solution we brought to life.

How We Built a Winning Strategy to Exceed Expectations

To give ourselves the best shot at not just meeting but surpassing these objectives (something we always strive for), we built a rock-solid ten-point plan designed for maximum impact. This wasn't just about ticking boxes, it was about going all in to make every channel and every strategy work harder for WWN.

Our plan included:

• Full-funnel META advertising.
• Full-funnel TikTok campaigns.
• PPC advertising focusing on remarketing and branded search terms.
• Spotify campaigns to boost brand awareness.
• An SEO audit and review to improve visibility.
• Conversion Rate Optimisation (CRO) to turn clicks into customers.
• Website updates to enhance the user journey and experience.
• Driving social engagement through likes, follows, and interactions.
• Tracking, events, and compliance with consent regulations.
• Retargeting and leveraging customer data across Klaviyo, META, and Google.

Once we had this plan locked in, we dove deep into the data to uncover where our audience was most active and engaged. Armed with these insights, we put the spotlight on META, PPC campaigns, TikTok, and Klaviyo, ensuring these high-impact channels were prioritised. But we didn’t stop there: our activity also extended to Pinterest, Spotify, Programmatic, and YouTube, giving us a broad and dynamic presence to captivate audiences across multiple touchpoints.

This wasn’t just a strategy; it was a full-scale mission to turn challenges into opportunities and objectives into milestones.

The Results

We set out to exceed expectations, and the results speak for themselves. WWN saw great success thanks to our strategic approach. Let's break down the impact:

• Overall Return on Advertising Spend (ROAS): 10.45

So that means for every ￡1 of advertising they spent, we returned them ￡10.45!

Despite the challenges that come with seasonal event marketing, our segmentation-driven approach and creative flexibility helped WWN to achieve a significant boost in attendance and engage fresh audience segments. By focusing on the unique needs of each audience and using data-driven insights, we boosted visitor engagement, loyalty, and revenue growth, making this campaign a true success in event marketing.

At DNRG, we pride ourselves on delivering exceptional results for every client, no matter the challenge. Our ability to adapt and tailor strategies for event-focused marketing has proven time and time again to drive measurable success, just as we did with WWN. Whether it's optimising campaigns, enhancing UX, or leveraging the latest digital tools, we bring passion and expertise to every project.

If you're looking to elevate your event marketing and achieve remarkable results, get in touch with DNRG. Our team of specialists is ready to help you navigate your challenges and turn your objectives into success.

Contact us today at on Calendly or via our website to learn more and start crafting your winning strategy.

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