Edinburgh Zoo, operated by the Royal Zoological Society of Scotland (RZSS), is one of the UK’s leading animal attractions. Known for its conservation work and unique visitor experiences, the Zoo welcomes hundreds of thousands of guests each year and engages audiences across multiple channels.
About the Campaign
In July and August 2024, the RZSS launched a strategic digital-first initiative to drive engagement and collect valuable marketing data. The Edinburgh Zoo Digital Campaign centred on an online competition supported by a mix of paid and organic social media. The objective was to encourage user participation, expand social reach, and build a bank of opted-in contacts for future marketing.
A custom feature page hosted the competition, while a Facebook and Instagram campaign drove targeted traffic. Organic Facebook posts complemented this activity, helping to further extend the campaign’s reach and reinforce brand awareness.
Success Measures
- Total Campaign Reach: 22,491 people across paid and organic social media activity
Outcome Highlights:
- Captured high-quality opt-in data to support long-term marketing
- Increased reach on social media through a balance of organic and paid activity
- Delivered strong interaction across digital touchpoints, boosting visibility and engagement
Summary
The Edinburgh Zoo Digital Campaign successfully combined strategic targeting with compelling creative to drive entries, expand reach, and deliver long-term marketing value. With thousands of people engaged and hundreds of new contacts captured, the campaign proved the power of digital in driving footfall, awareness, and ongoing communications.
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