About the Project & Problem
Wow Park is a museum of fascinating science for children and adults, where knowledge turns into unforgettable experiences. Guests can touch electricity, draw with light, and explore many other interactive exhibits.
The project's founder, being genuinely passionate about his creation, believed in it so much that marketing initially took a backseat to building a team of great guides. This approach yielded excellent results at first.
However, over time, sales began to decline. It became unclear how to bring back the previous flow of customers and manage marketing systematically. This is when our team joined the project.
Goals & Objectives
Main Goal: 4,000,000 THB/month
To achieve a monthly turnover from all marketing channels.
- Develop a B2C strategy and allocate the budget.
- Set up end-to-end sales analytics.
- Increase LTV by working with the existing customer base.
- Package and launch advertising for B2B segments (teachers, guides).
Strategy & Analytics
The three-step journey from chaos to manageable sales.
Step 1: Audit & "Blind" Marketing
Initially, the budget was spread across multiple contractors, and analytics were superficial. The key metric was the "opening of the sales widget," not actual purchases. This made it impossible to understand which channels were truly generating revenue.
Budget (Oct-Nov)
"Sales" (Oct-Nov)
Step 2: Implementing End-to-End Analytics
The key problem was the inability to decide which channels to invest in, as there was no information on which channels were driving sales.
Getting analytics from the sales widget was an epic saga. But through threats and blackmail, we managed to get our tracking counter installed in the widget we were already paying for!
How we fixed untracked traffic:
- Took over the Google Ads setup ourselves.
- Placed UTM tags on all campaigns.
- Disabled the ineffective Google Display Network (GDN).
- Enabled and configured YouTube advertising.
Step 3: Optimization & Scaling
With the data collected, we reallocated the budget to the most effective channels, disabled underperforming ones (like GDN), and launched new ones (YouTube). Now we had a clear picture of sales.
Budget (Dec-Jan)
Sales (Dec-Jan)
Creating Ad Campaign Strategies
We broke down each promotion channel into its own strategies to reach the target audience most effectively.
Strategies for Facebook & Instagram
For FB & IG, we identified 4 key strategies. For each, we prepared 3 text variations (Thai, English, Russian) and corresponding creatives.
| Strategy | Objective | Audience |
|---|---|---|
| Sales | Direct ticket sales | Hot audience, retargeting |
| Awareness | Maximum reach | Broad audience by interests (kids, entertainment, science) |
| Engagement | Likes, comments, saves | Followers and lookalike audiences |
| Traffic | Website clicks | Audience most likely to click a link |
Ad Copy Examples
English
For guides and travel agencies. Offer tours at WOW Park, the top-rated private museum on TripAdvisor, and enjoy up to 30% of tickets for three months! Earn profits by reselling tickets, making your tours even more interesting, engaging, and favorable for your clients.
Thai
สำหรับไกด์และบริษัททัวร์! เชิญชวนลูกทัวร์มาที่ WOW Park พิพิธภัณฑ์เอกชนที่ได้รับคะแนนสูงสุดใน TripAdvisor และรับส่วนลดค่าตั๋วสูงสุดถึง 30% เป็นเวลา 3 เดือน! สร้างกำไรจากการขายตั๋วต่อ ทำให้ทัวร์ของคุณน่าสนใจยิ่งขึ้น มีส่วนร่วม และเป็นที่ชื่นชอบของลูกค้าของคุณ
English
Free ticket for your first-grader! Imagine how your first-grader joyfully discovers a new world of entertainment and experiences at WOW Park during one of the most important and challenging times in their life. And don't forget, you can also purchase a family ticket with a 15% discount.
Thai
ตั๋วฟรีสำหรับนักเรียนชั้นประถมศึกษาปีที่ 1! ลองนึกภาพว่าลูกของคุณจะมีความสุขแค่ไหนที่ได้ค้นพบโลกใหม่ของความบันเทิงและประสบการณ์ที่ WOW Park ในช่วงเวลาที่สำคัญและท้าทายที่สุดในชีวิต และอย่าลืมว่าคุณยังสามารถซื้อตั๋วครอบครัวพร้อมส่วนลด 15% ได้อีกด้วย
English
Our professional guides will take care of everything: they will lead the kids, explain all the park's zones in detail, and demonstrate how to create real magic using science. Additionally, before organizing a school trip, we invite you to an inspection of the premises and exhibition halls so you can personally ensure their safety and compliance with all requirements.
Thai
ไกด์มืออาชีพของเราจะดูแลทุกอย่าง: พวกเขาจะนำทางเด็กๆ อธิบายโซนต่างๆ ของสวนสนุกอย่างละเอียด และสาธิตวิธีการสร้างมายากลที่แท้จริงโดยใช้วิทยาศาสตร์ นอกจากนี้ ก่อนจัดทัศนศึกษา เราขอเชิญคุณมาตรวจสอบสถานที่และห้องจัดแสดงเพื่อให้แน่ใจในความปลอดภัยและการปฏิบัติตามข้อกำหนดทั้งหมดด้วยตนเอง
Strategies for YouTube
The approach for YouTube was different. We divided the audience into 5 large segments, and for each one, a unique script was written, and separate video ads were ordered from a production agency. This allowed us to speak to each audience group in its own language.
Budget Allocation
Budgets were allocated between strategies and languages based on their performance during a specific period.
| Channel | Period | Strategy | Budget, % |
|---|---|---|---|
| December | Sales (70%), Awareness (30%) | 100% | |
| January | Sales (80%), Engagement (20%) | 100% | |
| December | Sales (60%), Traffic (40%) | 100% | |
| January | Sales (90%), Awareness (10%) | 100% | |
| Google/YouTube | January | 5 video segments | 100% |
Media Planning Nuances
In December, we tested a hypothesis about collecting group visit requests from parents and guides. We gathered many leads from guides, but unfortunately, the conversion rate was very low. Parents, on the other hand, were not willing to share their contact information at all. This hypothesis failed.
In parallel, we created a landing page for teachers. In January, we launched traffic to it and immediately started receiving applications and sales. It became clear that the B2B direction for schools was a viable strategy, and similar pages should be created for tour agencies.
Results in Numbers
After implementing analytics, we were able to accurately track the effectiveness of each channel, optimize investments, and launch new initiatives.
Sales Funnels by Channel
Google Search
YouTube
B2B Initiative Results
You might have noticed the evolution of our media plans between December and January. In December, we tested a hypothesis to collect group visit requests from parents and guides. We gathered many leads from guides, but the conversion rate was very low. Parents were not willing to share their contact information at all.
In parallel, we created a landing page to test a third hypothesis: teachers would organize class trips to the science museum as an extracurricular activity. This landing page was ready in January, and we launched traffic to it.
The results were immediate—we started getting leads and sales specifically from the teacher audience. It became clear that we needed to create a similar landing page for tour agencies and guides.
Campaigns for Teachers (Started in Dec)
| Metric | Value |
|---|---|
| Spend | ~ $420 |
| Leads | 53 |
| CPL | ~ $8 |
Campaigns for Guides (Started in Apr)
| Metric | Value |
|---|---|
| Spend | ~ $271 |
| Leads | 21 |
| CPL | ~ $13 |
OVERALL SALES AND EXPENSES FOR DECEMBER 2024 - APRIL 2025
Future Plans
Expansion
Increasing the park's area from 350 to 2000 sq. meters.
Franchise
Promoting the franchise. Success is contagious!