ZooTampa x Event Influencer Partnerships
Over a year, we collaborated with influencers to highlight local attractions and timely events. Amidst fierce competition, our strategy focused on creating distinctive influencer content that resonated authentically with each creator. We often partnered with influencers who had previously visited and engaged with the attractions, ensuring genuine narratives.
As a result of these efforts, we successfully boosted ticket sales and enhanced awareness for family and millennial-oriented events, aligning closely with our campaign goals.
How did I make an Impact?
Role: Senior Social Strategist, Influencer Strategist
I successfully led influencer campaigns by closely collaborating with paid media teams and clients. In my role, I was responsible for establishing the campaign strategy and presenting it to the client. This included the selection of influencers, negotiating terms, and providing strategic direction to both influencers and their teams. I also drafted contracts and worked closely with legal departments to ensure all agreements aligned with expectations and legal requirements.
Throughout the campaigns, I meticulously executed schedules and itineraries, ensuring that content creation not only met but exceeded expectations. This proactive approach guaranteed that our influencer collaborations were highly effective, consistently delivering impactful results for our clients.
Creatures of the Night
Every year, ZooTampa undergoes a magical transformation into Creatures of the Night, an enchanting Halloween experience. Unlike the intense atmosphere of competitors such as Busch Gardens, this event celebrates the playful side of the holiday, appealing to families and millennials alike.
Our strategy focused on captivating local and drive markets in Tampa, St. Pete, and Orlando, with a specific emphasis on attracting couples and families. We partnered with influencers who brought a whimsical touch to the event, inviting them to join the Creature’s Party. These creators dressed up and captured the fun and excitement of the event through their unique perspectives.
Results
Organic Engagement: Creator visits resulted in significant coverage through organic placements on their platforms and personal websites, enhancing authentic engagement.
Effective Paid Campaigns: Curated content successfully bolstered event awareness and drove substantial traffic to the event website via targeted paid placements. Creator content surpassed impression goals by 23%, with the campaign achieving a remarkable level of reach exceeding goals by 19% and engagement surpassing goals by 25%.
Amplified Organic Reach: Social creators previously engaged with the event independently generated additional content, surpassing initial projections for organic awareness.
Influencer Integration: Integrating influencers into our paid promotion strategy yielded a click-through rate (CTR) 24% higher than our target and exceeded average performance by 4.6%. This outcome underscores the potent synergy between influencer partnerships and strategic marketing initiatives, effectively maximizing campaign engagement and effectiveness.
Christmas in the Wild
Christmas in the Wild is an annual holiday extravaganza at our attraction, offering festive fun for families and couples alike! Guests can delight in visiting our beloved animal friends while enjoying special performances, dazzling light shows, and more.
Our strategic approach centered on captivating families and millennials in the Tampa, St. Pete, and Orlando areas. We emphasized the unique experiences awaiting visitors, such as enchanting light decorations and engaging activities suitable for all ages. This ensured a memorable and magical holiday celebration for everyone who attended.
Results
Organic Engagement: Hosting influencers led to extensive coverage in organic placements across their platforms and personal websites, fostering authentic engagement.
Strategic Paid Campaigns: Curated influencer content played a pivotal role in our paid placements, significantly enhancing event awareness and driving substantial traffic to the event website. Creator-generated content achieved millions of impressions, surpassing our goal by 30%, and delivered an impressive level of reach, exceeding our goal by 20%. This underscores the effectiveness of our influencer strategy in achieving exceptional engagement and visibility for the event.
Amplified Organic Reach: Influencers previously engaged with the events organically generated additional content, exceeding initial projections for organic reach and engagement.
Impactful Reach Results: By integrating influencers into our paid promotion strategy, we achieved a click-through rate (CTR) 19% higher than our target and exceeded the average performance by 3%. This success highlights the powerful synergy between influencer partnerships and strategic marketing initiatives, effectively maximizing engagement and campaign effectiveness.
BugTopia
An epic invasion, BUGTOPIA unveiled larger-than-life animatronic bugs. This family-friendly event not only featured 13 species of these creatures but also offered a unique blend of entertainment and education.
Our strategy involved partnering with family-oriented influencers from the St. Pete, Tampa, and Orlando areas. To highlight and engage emerging audiences, we also collaborated with Spanish-speaking and neurodivergent influencers, effectively reaching a rapidly growing segment of the ZooTampa audience.
Results
Organic Engagement: By hosting influencers at our events, I secured extensive organic coverage across their platforms and personal websites, fostering genuine engagement and connection.
Strategic Paid Campaigns: curated influencer content strategically fueled paid placements, significantly enhancing event visibility and driving substantial traffic to the client website, achieving millions of impressions and impressive reach.
Amplified Organic Reach: Influencers with prior event engagement organically generated additional content, exceeding our initial projections for organic reach and engagement.
Traffic to website: Integrating influencers into our paid promotion strategy resulted in a click-through rate (CTR) 15% higher than our target and performing 4% above the average, demonstrating the impactful synergy between influencer partnerships and strategic marketing initiatives.