How we successfully increased ski simulator bookings and accelerated gift voucher sales.
The client operates a ski simulator specializing in indoor training for skiers. In 2024, they engaged us to enhance their marketing strategy, develop a robust visual content database, and drive bookings for their training sessions. Their primary objectives were to increase customer acquisition and promote the sale of gift vouchers, which play a crucial role during the off-season.
Challenge.
The client already had social media presence, but lacked high-quality visual content and targeted campaigns to increase bookings. Our task was not only to create visual materials that could be effectively used in advertising campaigns but also to design and launch campaigns on Meta Ads platforms with measurable results.
Building visual content.
We started with the basics – filming videos and capturing snapshots of the action on the ski simulator. We regularly posted the content on social media, but after a while, we noticed that the reach began to stagnate. People likely thought, "Alright, we've seen what it is. What's next?" It became clear that we needed to inject a substantial dose of creativity.
So, we came up with an idea – we created engaging videos that not only entertain but also motivate viewers to take the next step: book their own experience or purchase a gift voucher. We used this new content not only as social media posts but also as visuals for advertising campaigns on the META platform. You can view more of the videos we've created and continue to create on their Instagram here: https://www.instagram.com/skisimulatorkosice/
Advertising campaign for bookings.
**In November, we allocated a budget of nearly €300 for a campaign focused on increasing bookings. With this budget, we created three unique creatives for the campaign targeting training session bookings, which you can see above. These were short, engaging videos that helped us achieve truly impressive results. Over the course of the month, we successfully attracted 238 customers who clicked through to the booking system. Unfortunately, the client uses an external service, so result tracking was done offline via a survey, where we found that the average booking rate was around 20%, which translates to approximately 47 booked training sessions. The campaign was a resounding success, and the same results continued into December when we had to pause the ads due to the trainers reaching full capacity.
Advertising campaign for G#gift vouchers.
The second objective set by our client was to increase the sales of gift vouchers in December, which would help bridge the off-season period. We created two creative videos, which again delivered impressive results. The vouchers could only be purchased by phone or via email order, so we directed our conversions accordingly. We achieved 148 conversions, averaging 2 vouchers sold per day. Based on a survey, we learned that 80% of the vouchers sold were directly attributed to the social media advertising campaign.
Results on Instagram.
In November 2024, we achieved significant success on Instagram – we increased video reach by 88%, post reach by 41%, and engagement with content nearly doubled. Interestingly, however, the majority of clients who booked training sessions on the simulator came from Facebook. For this reason, we strategically targeted most of our campaigns on this platform.
Results on Facebook.
In November 2024, on Facebook, we reached nearly 50% more people, and page views increased by 30%. These results were primarily driven by ads focused on generating new training bookings and boosting gift voucher sales.
