Calaway Park’s Facebook page was created by a young fan of the amusement park. The page had almost 12,000 fans but was not under Calaway’s control when they approached Vovia with a goal of engaging with fans and communicating their many programs and park activities. Ultimately, they wanted to reach the influential “Mom market” and increase conversations by this group.
Strategy & Solution:
We conducted a Readiness Assessment to understand Calaway’s internal processes and identify both barriers to success and opportunities that could be leveraged. Our strategy focused on creating conversations around park activities and responding to customer service requests in a way that respected the resource constraints identified.
Over the campaign, fans grew by over 11,000 with “Mom’s” growing by 219%. Most importantly, Mom’s were more than twice as likely to be talking about Calaway and they represented over 24% of the people discussing the brand.