Aller Media AS
Karvesvingen 1, 0579 Oslo
Tel: +47 21 30 10 00
See map
Org.nr. NO 910 119
877
Invoices should be sent to: [email protected]
The zoo is 50 years old!
The zoo in Kristiansand wanted to improve visitor numbers and increase pre-sales.
By showing the diversity of their attractions and offers, they were to achieve their goal. The case was a collaboration between Dyreparken, Carat, Aller and Dagbladet.
The Zoo's target group was parents with young children. Aller - with its range of products - was able to tailor a good plan that covered the Zoo's target group well. By using Dagbladet.no with its breadth - and with an index of 130 in the target group - and complementing this with the niche sites KK.no and Seoghør.no, where readers are highly motivated for tips and advice and like to be entertained, Dyreparken would reach the target group.
The first part of the campaign was to use banners on Aller's website, where we recruited 1,133 highly interested ambassadors in just one week. They willingly shared their own tips and advice. The prize was an exclusive stay at the zoo for 5 families. The content we received from the ambassadors was both credible and useful, resulting in a total of 15,000 interesting tips and advice. This was collected and used in native ad campaigns on Aller's websites.
The second part of the campaign was a native ad campaign where the content could show the breadth of the Zoo's offerings and could increase the reader's knowledge and motivation - and was launched during the Zoo's opening weekend. There were two rounds of native ad on KK.no, Seoghør.no and Dagbladet.no. The first round was with readers' own tips, while others gave tips on the best route in the Zoo. At the end of this issue, we created a brand new competition for newsletter sign-ups, with a prize for 10 lucky families with a stay at Dyreparken. The registrations help Dyreparken to continue the dialog and engagement with customers.
The ambassadors spent an average of over 19 minutes giving their best advice and tips. The reading time of the articles was above average and the response on kk.no was an all-time high.
The campaign was a success!
Greater awareness of the offerings, increased online sales and more interest in visiting. In fact, Dyreparken reached over 1 million visits in 2016.
