Amplifying visitor engagement with strategic paid campaigns at Wakehurst Botanic Gardens
The backstory
Wakehurst is a stunning house and botanic gardens in West Sussex. It is owned by the National Trust but managed by the Royal Botanic Gardens, Kew.
Their mission is to understand and protect plants and fungi, for the wellbeing of people and the future of all life on Earth. Researchers at Wakehurst utilise the landscape as a dynamic laboratory, studying nature-based solutions to enhance the resilience of UK ecosystems.
Beyond their research endeavours, they also host various events throughout the year, ranging from summer festivals to children's activities like half-term event and their biggest event of the year, Glow Wild, a light installation show. There is always something exciting happening at Wakehurst, and when there's not an event happening, the public can explore the wild botanic garden for a day out.
With a consistent flow of activities, Wakehurst was in search of a strategic partner who could effectively coordinate campaigns to promote these events and increase ticket sales for day visitors throughout the year.
How it went down
We implemented a total of nine campaigns between June 2023 and January 2024.
For each event, we crafted a specific strategy tailored to the unique offerings and audience. By focusing on detailed targeting, proposing creative content, selecting optimal ad placements, and conducting testing phases, we were able to optimise campaign performance.
To ensure the success of each paid campaign, we closely monitored and analysed performance data weekly. Adapting to evolving trends and insights, we integrated key learnings into subsequent campaigns to maximise impact and ROI.
The results
Attained an impressive average return on ad spend of 710% across all nine campaigns.
Achieved a remarkable return on ad spend exceeding 1000% on three individual campaigns.
Generated over 4 million impressions collectively across all campaigns.
Derived valuable demographic insights and campaign learnings for future campaigns.
Here's what they said
"It has been an absolute pleasure working with Social for Good for the past few months. They’ve been easy to work with, getting to grips with the Wakehurst and Kew brand quickly and able to deliver fantastic results on our paid social campaigns. They’ve always been quick to suggest how to best optimise campaigns and have always been great at communicating plans and changes. We’ve all really enjoyed working with them and are so grateful for all their hard work and expertise. Thank you!"
- Georgina, Marketing Manager at Wakehurst