From lookalike audiences to real-life visitors, here’s what actually worked.
OK, it’s not all about the capybaras. But they’re too cool not to headline.
Sure, they helped. So did the snakes, the koalas, the parrots, and the hedge maze. But the real MVP of this campaign? Smart, well-timed messaging. More specifically: school holiday ads that spoke to frazzled, fun-seeking parents, and lookalike audiences that behaved less like guesses and more like families actually ready to visit.
We didn’t try to reinvent fun. We just made sure the right people saw it at the right moment.
The Client: Amazement Farm & Fun Park
Tucked along Wyong Creek, Amazement is one of those rare local gems that delivers exactly what the name promises. Wonder. Play. Connection. It’s like stepping into a storybook, with animals.
They’ve been steadily growing their presence, but with school holidays approaching, they wanted more than buzz. They wanted bookings.
The Challenge: Clicks Are Cute. Conversions Count.
Amazement already had a decent following and the kind of offer that sells itself once you’re through the door. Did we mention capybaras? But online? You’ve got to earn those clicks. And more importantly, turn them into carts.
With a modest ad budget, every dollar had to pull its weight. The brief was simple: attract the right people, give them a reason to book, and make it easy to follow through.
The Strategy: Lookalikes, School Holidays, and Laser Focus
We know animals sell the dream. But timing and targeting close the deal.
This wasn’t about casting a wide net. It was about finding the right people—the ones most likely to say “yes” to a family day out.
We zeroed in with:
- Warm audience retargeting — website visitors, social engagers, the almost-bookers
- Lookalike audiences — built from past high-intent visitors and converters (because people who resemble your best customers often behave like them, too)
- Creative that showed the joy — real photos, real animals, real kids having actual fun
- Straight-to-the-point messaging — no vague calls to action, just clear booking prompts
- School holiday hooks — with seasonal creative, “school holiday fun” headlines, and offers like the Junior Keeper Experience leading the charge
And here’s what happened:
- 70 direct purchases
- $18.26 cost per purchase
- 1.26% click-through rate
- 1,681 link clicks
- 126 add-to-carts — aka future buyers in the wings
All from a tightly run, smartly targeted campaign that spent less time shouting and more time reaching the right ears…with just the right amount of capybara charm.
The Results: Real Families, Real Bookings
Over a tight, efficient campaign window:
- 70 confirmed purchases
- Strong CTR and CPC results
- Over 130,000 impressions, all from a carefully targeted spend
Why It Worked
Because we treated every click like it mattered. No filler. Just joyful visuals that showed them a glimpse of the future (they see themselves in the image). Along with timely messaging, smart targeting, and clear paths to conversion.
By showing families exactly what they’d get—a fun, easy, memorable day out—we helped Amazement maximise bookings.
And hey, it turns out you don’t need a massive budget to make magic happen. Just a good offer, great timing, and the right people pressing the right buttons.
P.S. We press the right buttons from our end too.
