01
With intense competition from existing and emerging attractions, competition from other national zoos and waning attendance due to the perception that zoos should not exist, Roar Media was tasked with developing a strategic social content marketing plan with a goal of increasing attendance and revenue and furthering Zoo Miami’s mission.
02
Collaborating closely with the Zoo Miami team, Roar Media created a marketing strategy inclusive of market research and positioning (competitive analysis, brand differentiators and target audiences), a tiered, scalable promotional strategy (with branding), and a social and paid social media marketing plan focused on building brand awareness and increasing attendance. From concept to execution, Roar Media quickly activated a social media content marketing strategy that was efficient and effective. Highlights include:
03
Zoo Miami saw increases across all organic social and paid media KPIs including engagement rates, impressions, ROAS as well as record-breaking attendance numbers.
January 2022 – December 2022
Our organic social strategy resulted in increased KPI metrics across all social media channels. Additionally, Zoo Miami reached 1 million visitors by September 2022 (a full quarter advance on the previous year).
+33.6% YOY Total Impressions
71MM+
+28.5% YOY Engagement Rate
5.8%
+78.2% YOY Total Engagements
4MM+
+9.9% YOY STotal Audience
272K+
+859.8% YOY
Video Views
12MM+
January 2022 – December 2022
Our paid social and content strategy resulted in deeper market penetration, increased consumer engagement, and a highly effective return on advertising spend of a 7:1 ROAS, with a conversion value of $365,000.
7M+
Impressions
1M+ Users Reach
57K+ Clicks
-$1 CPC
$6.88 ROAS Total
$11.25 Conversion ROAS
$365K+ Conversion Value
$53,656.84 Total Investment*
*Kiwi Reel: Once posted, the Zoo Miami team reported that member sales for the kiwi encounter went up by 200% and overall sales were up by 17%.
Name: Mr. Eats305
Followers: 180K
Channel(s): Instagram
Timing: August 2022
Deliverables:
Link to Reel: CLICK HERE
Name: Jenise Subervi
Followers: 12K
Channel(s): Instagram
Timing: December 2022
Deliverables:
Link to Reel: CLICK HERE
Name: Bella Behar
Followers: 3,701
Channel(s): Instagram
Timing: August 2022
Deliverables:
Link to Reel: CLICK HERE
Name: WorldofSkylar
Followers: 100K
Channel(s): Instagram
Timing: June 2022
Deliverables:
Link to Reel: CLICK HERE
Link to Post: CLICK HERE
Link to Post: CLICK HERE
Link to Post: CLICK HERE
Name: Gaby Castellar
Followers: 29.2K
Channel(s): Instagram
Timing: October 2022
Deliverables:
Link to Reel: CLICK HERE
Link to Post: CLICK HERE
Link to TikTok: CLICK HERE
Name: EllaBella_Soleil
Followers: 303K
Timing: August 2022
Deliverables:
Link to TikToks:
Name: TheSafilleSquad
Followers: 125K
Channel(s): Instagram,
Timing: August 2022
Deliverables:
Link to Reel: CLICK HERE
Name: The Foode
Followers: 35.7K
Channel(s): Instagram
Timing: March 2023
Deliverables:
Link to Giveaway: CLICK HERE
Link to Reel: CLICK HERE
“We enjoy working with Roar Media’s social team. The team members offer great support with a friendly attitude. They have great ideas and are always up for all of our requests. We appreciate them being an extended part of our family. Their professionalism and attention to detail have also been exemplary. They have always been proactive in providing us with insights and recommendations to optimize our social media campaigns, and have consistently delivered results that exceeded our expectations. We are incredibly grateful for the partnership we have formed with Roar Media, and we look forward to continuing our collaboration in the years to come. We are grateful for their dedication to our mission and for helping us reach our goals.”
Cindy Castelblanco, Director of Marketing & Integrated Communications, Zoo Miami
Andrea Obregon, Integrated Communications & Events Manager, Zoo Miami
