Zoo Knoxville
Anticipating the arrival of three new otters, Zoo Knoxville built a brand new home for the animals. Ahead of the habitat’s grand opening, the zoo asked for help raising awareness and driving traffic.
The Goal:
Strategy:
Incentivize locals and visitors to purchase tickets and zoo memberships.
Educate the local public about the important conservation efforts the zoo actively supports. Sustainability and fulfillment are strong purchase incentives and positively contribute to the audience’s perception of the brand.
Approach:
Highlight the otters’ playful nature while informing the audience of the zoo’s critical conservation work. I partnered with Designsensory’s research and design teams to create an integrated campaign announcing the otters’ arrival with attention-grabbing, thought-provoking and truthful creative.
We exceeded client expectations in ticket sales, created an award-winning TV spot and achieved the following results:
5.2%
Increase in Ticket Sales
2 Million+
Impressions in Q1
9 Million+
Total Impressions
3,880+
Conversions
Key Forces in Operation Clean Waterways
Bonafides
I scripted an award-winning television spot that was featured as one of the "16 best commercials of 2022" at the AZA (American Zoo Association) Awards!
Coveted Headquarters
I partnered with design and web development teams to create a custom-built spy-worthy campaign landing page keeping prospective visitors up to date with announcements and news counting down the otters’ arrival. The detective-themed webpage helped raise awareness, educate visitors and earn interest in the habitat’s grand opening.
Compositing clear messaging and informative content, we introduced the audience to the featured residents, emphasizing their excitement to join the zoo family. Between detailed information educating visitors on the environmental initivative the otters’ were advocating and helpful resources to drive traffic, we incorporated new photography and videos showcasing the “agents” acclimating to their new home and links for users to purchase tickets and memberships.
The Informant
I wrote e-blasts and monthly newsletters updating our audience on the otters' arrival, how they were adapting to their new habitat and when visitors would be able to meet them. Each one told an entertaining story about the otters, introducing the community to them and sharing the importance of the environmental mission they were raising awareness for.
The Person of Interest
Special operations call for special communications. We launched Otter-Tok, a TikTok account devoted to the lives and experiences of our new inhabitants. #OtterTok personified the animals giving zoo-goers an inside look at the creatures they would soon be meeting, in an entertaining, informative, consumable form.
In addition to brainstorming content and strategically captioning clips of the otters, I wrote headlines and post copy for a series of ongoing paid and organic social media ads.
