Data-Driven Marketing Gives Dollywood an 6.8x ROI

diamond shaped images a various luxurious locations

Results

6.8x

return on investment (ROI)

700+

conversions

.06% CTR

when optimized towards ROAS, double the .03% industry benchmark

Package Used

Managed Campaign

Channels

Display

Industry

Attraction

As the #1 theme park in the US, Dollywood turned to Sojern for our travel audiences, unmatched insights, and efficient targeting to increase ticket sales and brand awareness.

from the Host

"Sojern has been a partner of ours through constant digital change - from new privacy guidelines to cookieless to destinations partnership - and have helped us navigate and innovate through all of it. I appreciate that they push us and the rest of the industry to get the most out of our marketing efforts."

David West

Executive Director of Destination Marketing, Herschend Family Entertainment

from the Agency

from the Partners

"Sojern has been a partner of ours through constant digital change - from new privacy guidelines to cookieless to destinations partnership - and have helped us navigate and innovate through all of it. I appreciate that they push us and the rest of the industry to get the most out of our marketing efforts."

David West

Executive Director of Destination Marketing, Herschend Family Entertainment

Goal

Nestled in the foothills of the Great Smoky Mountains, Dollywood offers world-class rides, entertainment, dining, and is known to have the friendliest park atmosphere in the world. They partnered with Sojern, also known for its first-class customer service, to reach travelers who showed intent to visit Tennessee, or were open to visiting a family amusement park.

Solution

As savvy-digital marketers, Dollywood knew to let the data do the talking, and to not constrict their targeting based on demographics or geographics. Instead, with only a few contextual parameters, Sojern’s automated machine learning algorithms were able to quickly identify, reach, and scale Dollywood’s message to the right audiences, acquiring visitors and driving more sales. By targeting those who showed intent, no matter their demographics or where they were in the world, Sojern was able to use Dollywood’s marketing budget efficiently and effectively, delivering over 700 conversions for Dollywood, a 6.8x ROI in three months.

from the Agency

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