A One-of-a-kind Dog Festival at the Peninsula
Aragon is a Vancouver-based real estate developer that focuses on designing truly unique experiences to move communities forward. They have a range of sold-out properties under their portfolio in British Columbia and Ontario.
Aragon hosted the first-ever Woofstock Festival at Port Royal Park in New Westminster, inviting the community to have fun with hundreds of puppies and pooches and connect with dog-friendly neighbours through fun activities, wacky dog fashion shows, contests, live performances, food trucks and more, all while generating quality leads for the property – The Peninsula.
Images sourced from Aragon Peninsula and Woofstock.
The Challenge
When you have a great event, you want the whole world to know about it. Wallop understood that and we didn’t want to disappoint our four-legged friends – we’re dog lovers ourselves! We needed to create a strong buzz and generate a large number of event-goers in just 9 days.
On top of that, we were tasked with capturing potential leads for the Peninsula development. Consequently, it was important that we find the perfect balance between guests that were simply interested in the event and guests that were also interested in the property that Aragon was promoting.
The Approach
To ensure that we were able to deliver both the volume of event-goers and leads required, we utilized 3 different Facebook ad formats. Specifically, Lead Generation ads, Link Clicks ads and Event Response ads. The Lead Generation ad format was a great tool for attracting people with stronger intent and gathering information about them, while the link click ads succeeded in driving web traffic to the event landing page.
As for the event promotion ads, they were exceptional for generating awareness and direct responses right from the Facebook platform. We targeted both dog-lovers and real estate-related audiences for this campaign.
Metrics
The approach proved to be impressive. We accomplished nearly 5,000 conversions in total within just 9 days. Nearly 700 event responses on Facebook, over 4,000 link clicks to the event landing page and overall, the average campaign cost per conversion was as low as $3.02.
* Data compared to the industry benchmark from Wordstream dataset
less cost per click for Facebook ads compared to the industry average *
higher clickthrough rate for Facebook ads compared to the industry average *