Harewood House is one of Yorkshire’s most-loved visitor attractions, known for its seasonal events and immersive experiences. For Winter 2024, they wanted to increase ticket sales for their Christmas programme, particularly for events like the Father Christmas Experience. The challenge? To reach a wider audience beyond their regular visitors and turn that festive curiosity into ticket purchases. With a lower ROAS benchmark in place for “always-on” activity, we needed this seasonal campaign to outperform expectations and maximise efficiency in a competitive period.
We developed a full-funnel paid social campaign focused on Meta and TikTok – channels chosen based on audience insight and campaign objectives. The campaign was split by event type, with creative assets and targeting tailored for each. For example, the Father Christmas Experience was aimed at young families and supported with conversion-focused Meta ads, while broader awareness campaigns ran alongside to drive interest in Harewood’s wider festive offering. Location-based targeting was layered in to focus activity within a 50km radius of the estate, ensuring budget was spent reaching the most relevant audiences.
20 x more paid social traffic.
Across both platforms, we utilised creative that reflected the magic of the season, with ad formats optimised to stop thumbs mid-scroll. We continually monitored performance and made agile optimisations to maximise ROAS and conversion volume throughout the campaign period.
Our campaign delivered festive results that exceeded expectations – most notably on Meta, where we achieved a ROAS over 160% above the target. The campaign drove almost 20 times more traffic compared the same period the previous year, and paid media overall contributed to a 10% increase in total traffic YoY. Overall, across Meta and TikTok, the campaign delivered a combined ROAS of 88% over target, showing strong performance across platforms.
TikTok contributed over 1,000 paid likes and 273 shares – helping build buzz and brand visibility among a younger audience. The success of Meta’s location targeting was a standout – ensuring the campaign reached local, high-intent audiences who were ready to convert. We not only surpassed the client’s ROAS target but built a blueprint for future seasonal campaigns that balance awareness with performance.