Zip World achieves 167% revenue growth year on year through innovative paid media strategy
Client overview
Zip World operates multiple adventure locations across the UK, providing exhilarating experiences such as high-speed zip lines, historical tours, and underground escapades. Their mission is to deliver unforgettable adventures while simultaneously boosting their business performance.
We have worked with Zip World since 2023, utilising our digital marketing services to help them reach their goals and enhance their operational success.
We have worked with Zip World since 2023, utilising our digital marketing services to help them reach their goals and enhance their operational success.
The challenge
Zip World challenged us to increase ridership and revenue year on year through digital acquisition channels.
They faced stiff competition within the leisure and tourism sector, making it crucial to enhance visibility and attract new customers effectively. The seasonal nature of their business introduced complexities that required a dynamic and adaptive marketing strategy, capable of engaging a diverse audience of adventure seekers during both peak and off-peak periods.
They faced stiff competition within the leisure and tourism sector, making it crucial to enhance visibility and attract new customers effectively. The seasonal nature of their business introduced complexities that required a dynamic and adaptive marketing strategy, capable of engaging a diverse audience of adventure seekers during both peak and off-peak periods.
The approach
We understood that a strategic, data-driven approach would be key to the success in Zip World’s competitive adventure market. Our partnership enabled us to harness advanced digital marketing techniques to create impactful campaigns.
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In-depth immersion
We commenced our partnership by immersing ourselves in Zip World's offerings. A visit to Penrhyn Quarry to ride the world’s fastest zip line, Velocity, allowed us to fully comprehend the audience experience and the nuances of their business. -
Comprehensive audits and planning
Initially, we completed our seven-step approach, including discovery, audits, media planning, strategy, creative development, activation, and analysis. -
Tailored digital strategy
By understanding the audience, adventures, and nuanced business needs, we were able to design a digital strategy built for growth and efficiency. We carefully selected paid media, paid social, and programmatic as our core platforms to drive ridership and revenue. -
Advanced technology deployment
To optimise performance, we leveraged AI and martech tools, specifically employing machine learning on paid social platforms like Meta to enhance audience targeting and ad placements. -
Diverse advertising tactics
Our paid search efforts encompassed a mix of Search, Performance Max, and Demand Gen campaigns, effectively engaging prospects at every stage of their journey. -
Seasonality considerations
Understanding the importance of timing, we applied AI-predictive analytics to forecast media spending, strategically building demand ahead of peak periods, such as summer and festive events. -
Customised campaign approaches
With bespoke campaigns, ad copy tailored for winter, spring, and summer, and a creative, video-first approach, we were able to relay the right message, at the right time, to the right audience.
The results
Our well-executed paid media strategy led to exceptional results, significantly impacting Zip World’s revenue and customer engagement. The tailored approach not only drove growth but also maximised efficiency in their marketing efforts. These results highlight the effectiveness of our strategic partnership and the powerful impact of a data-driven paid media strategy. The key outcomes include:
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Increased revenue by 20% year on year20%increase
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30% above revenue target30%above target
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18% above return on ad spend (ROAS) targets18%above target
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34% above target conversions34%above target
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22% reduction in cost per customer22%reduction