The ‘Paket Berdua’ campaign was designed to promote a special ticket deal targeting couples, families, and friends who wanted to enjoy a fun day out at Dufan Ancol.
Our goal was to drive ticket purchases by promoting the offer through precise audience targeting and compelling ad creatives.
Key campaign details include:
Objective: Boost ticket sales and drive traffic to the Dufan Ancol ticket page on the Ancol website.
Target Audience: Gen-Z, Millennials, and families in Jabodetabek and West Java.
Channels Used: Meta Ads (Facebook and Instagram) and Google Ads.
Campaign Duration: Ran for 3 months, covering the entire promotion period.
Strategy & Execution: How Sunrise Created a Winning Digital Campaign
To achieve the desired results, Sunrise Digital Marketing adopted a data-driven approach and implemented a comprehensive paid advertising strategy.
Our campaign was built on two key pillars: Channel Testing and Creative Optimization. Here’s how we structured the campaign for success:
Channel Testing Across Google Ads and Meta Ads (Facebook & Instagram)
Before fully launching the campaign, we conducted a series of channel tests to determine which platform—Google Ads or Meta Ads—would deliver the best results in terms of CTR and ROAS.
Each platform was tested with similar audiences and creatives to ensure a fair comparison.
Google Ads: We focused on Performance Max campaigns targeting users across all Google platforms. This approach allowed us to reach a broad range of audiences actively searching for entertainment activities in the Jabodetabek and West Java regions, as well as those who had previously searched for keywords related to Dufan.
Meta Ads: Leveraged Facebook and Instagram’s sophisticated targeting to reach potential visitors with visually appealing content. Meta’s dynamic formats, such as carousel and video ads, were used to emphasize the fun and family-friendly nature of Dufan, making it an ideal platform for showcasing the experience of visiting the park.
Outcome: Both platforms provided valuable insights, and by running Meta Ads alongside Google Ads, we were able to engage a diverse set of users while maintaining strong performance across the campaign.
Highlighting Meta Ads’ Success: Boosting CTR and ROAS
With Meta Ads delivering excellent engagement metrics, we concentrated on further refining our strategy on Facebook and Instagram to capitalize on its visual storytelling strengths. This included:
Audience Segmentation & Targeting
With Meta Ads identified as a key channel, we segmented our audience based on age, location, interests, and online behaviors.
By creating detailed audience profiles, we were able to run multiple variations of ads and determine which segments responded best to the ‘Paket Berdua’ offer. Our targeting included:
Interest-Based Segmentation: Targeting users interested in theme parks, family activities, and local tourism.
Behavioral Targeting: Focusing on users who had previously engaged with Dufan’s content or similar entertainment brands.
Lookalike Audiences: Leveraging existing customer data to create lookalike audiences with a high likelihood of converting.
This level of segmentation allowed us to identify high-performing segments and concentrate our budget on the most promising groups, significantly boosting the campaign’s effectiveness.
Ad Creative Optimization Through Collaborative Efforts To capture attention and drive clicks, we used a mix of carousel ads, video content, and static images featuring vibrant visuals and clear messaging.
Each ad was tailored to showcase the fun and excitement of visiting Dufan with loved ones, emphasizing the benefits of the ‘Paket Berdua’ deal:
Collaboration with Client’s Creative Team:Based on data insights and ad performance metrics, Sunrise provided strategic input on what visuals, headlines, and CTAs resonated most with the audience.
The client’s creative team then refined the ad creatives based on these insights, ensuring that future iterations were more aligned with audience preferences.
Winning Creatives: Ads that highlighted the limited-time nature of the offer, used bright colors, and included direct CTAs, performed exceptionally well, contributing to the 84.8% increase in CTR.
Real-Time Monitoring & Dynamic Optimization
Throughout the campaign, we monitored performance metrics in real time and made data-driven adjustments to the strategy.
This agile approach enabled us to:
Shift budgets to high-performing segments and placements.
Optimize underperforming ads by refining copy, visuals, or targeting.
Scale successful ads to maximize reach and conversions.
By continuously refining the campaign based on real-time data, we were able to significantly increase the overall efficiency and ROI of Meta Ads.
Results: Impressive Growth in CTR and ROAS
The targeted paid ads strategy resulted in exceptional performance metrics for the ‘Paket Berdua’ campaign:
Click-Through Rate (CTR): The campaign achieved an 84.8% higher CTR compared to previous campaigns, indicating that the content and targeting resonated strongly with the audience.
Return on Ad Spend (ROAS): With precise audience targeting and optimized ad placements, the campaign delivered an 82.6% higher ROAS, maximizing the value of Dufan’s advertising investment.
Increased Ticket Sales: The optimized strategy drove significant traffic to the Dufan website, resulting in a notable increase in ticket purchases during the campaign period.
Why This Campaign Stands Out
The success of the ‘Paket Berdua’ campaign is a testament to the power of data-driven marketing and continuous optimization. Here’s what made this campaign unique:
Comprehensive Channel Testing to Identify the Best Platforms By testing different platforms, we ensured that the final budget allocation was focused on the channel with the highest ROI, maximizing the campaign’s effectiveness.
Collaborative Creative Optimization Based on Data Insights The close collaboration between Sunrise and Dufan’s creative team ensured that every ad iteration was backed by data, allowing us to create highly engaging content that drove meaningful engagement.
Agile Approach to OptimizationThe ability to pivot quickly based on real-time data allowed us to refine our strategy dynamically. This ensured that the campaign remained effective throughout its duration, resulting in exceptional performance metrics.
How Sunrise Digital Marketing Can Help Your Business Achieve Similar Success
At Sunrise Digital Marketing, we specialize in creating performance-driven campaigns that deliver real results.
Our team leverages advanced targeting techniques, strategic creative planning, and continuous optimization to ensure every campaign is tailored to your business objectives.
Ready to maximize your digital marketing ROI with targeted campaigns? Contact Sunrise Digital Marketing today to discuss your specific needs and discover how we can help your business achieve impressive growth through data-driven strategies and optimized ad placements!