Winter Wonderland - Case Study & Results DNRG

Winter Wonderland

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

Bristol City F.C. & Bristol Bears Case Study

challenge.

The main challenges were that for the first time, a significant portion of advertising spend was allocated to digital marketing. This meant we had to prove the value of all our activities and ensure we could track sales, value, and ROAS accurately. Additionally, we were working within a limited geographic area, which made it crucial to reach as many people as possible. On top of that, the website was not very user-friendly, and its UX definitely needed improvement to better support conversions.

The Objectives that were given to us included:

  1. Drive noticeable uplift in website traffic, enquiries and tickets
  2. Surpass 2023 total of 90,000 visitors and increase revenue (tickets, amenities, food and drink)
  3. Encourage awareness and engagement through eye catching creatives and ads
  4. Run cross platform campaigns to reach audiences at multiple touch points
  5. Run cross platform campaigns to reach audiences at multiple touchpoints
  6. Drive the lowest cost per sale for all ticket purchases
  7. Implement accurate tracking, improve SEO ranking and customer UX onsite

Excited by the challenge, our team fully committed to these strategies, aiming not only to meet expectations but to exceed them. Now, let’s dive into the solution we crafted.

solution.

To give us the best chance at surpassing these objectives, something we always aim to do, we created a ten point plan:

  • META advertising – full funnel activity
  • TikTok advertising – full funnel activity
  • PPC advertising – remarketing and branded terms
  • Spotify brand awareness campaigns
  • SEO audit and review
  • CRO (Conversion Rate Optimisation)
  • Website updates, customer UX and journey
  • Social following, likes and engagement
  • Tracking, events and consent compliance
  • Retargeting and customer data (Klaviyo, Meta and Google)

Once our plan was in place, we conducted an in-depth analysis of the data to identify where the audience would be most active. Based on these insights, we prioritised our efforts on META, PPC campaigns, TikTok, and Klaviyo. Additionally, we ran activities across Pinterest, Spotify, Programmatic, and YouTube to further expand our reach.

results.

We exceeded our objectives and here’s a look at the impact:

  • Overall Return on Advertising Spend (ROAS): 10.45

That means for every £1 spent, we returned £10.45!

Why This Campaign Stands Out

Despite the challenges of seasonal event marketing, DNRG’s segmentation-driven approach and creative flexibility enabled Winter Wonderland Norwich to achieve high attendance and engage new audience segments. By addressing the unique needs of each audience and leveraging data-backed insights, DNRG enhanced visitor engagement, loyalty, and revenue growth, making this campaign a standout example of event marketing success.

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