Schaefer Advertising Co. | Ft. Worth, Texas
  • Expertise
    • Our Expertise
    • Healthcare
    • Real Estate
    • Attractions, Tourism & The Arts
  • Case Studies
  • About
    • Our Story
    • Meet Your Team
    • Careers
  • Journal
  • Contact
Menu
  • Expertise
    • Our Expertise
    • Healthcare
    • Real Estate
    • Attractions, Tourism & The Arts
  • Case Studies
  • About
    • Our Story
    • Meet Your Team
    • Careers
  • Journal
  • Contact

June 24, 2021

A Valentine’s campaign for all types of love

Opportunity

The Fort Worth Zoo was looking for a way to refresh their Valentine’s Adoption campaign to reach a broader audience and encourage more adoptions. As a new year approached, we gathered audience data and used our longtime partnership with the Zoo to create a reenergized Valentine’s campaign that appealed to a broader audience and sold more adoption packages. 

Refreshing a Valentine’s Day Tradition

The Fort Worth Zoo Valentine’s Adoption campaign gives animal lovers a chance to show some love while contributing to the cost of care and wellbeing for the Zoo’s wildlife. In previous years, the Zoo primarily focused on penguin adoption packages, which were highly successful, but audience demographics revealed that most people purchased penguin adoption packages for children, limiting the impact of the campaign to one primary audience. Schaefer recommended including a new animal to encourage more engagement and the Zoo ran with our idea and responded by adding four new animals to the campaign—foxes, skunks, flamingoes, and porcupines — to fit more buyers’ unique personalities and relationships.

  • Fort Worth Zoo Social Graphics
  • Billboard Graphics

A Broader Appeal

Love has many definitions. By offering a larger selection of animals to adopt, we were able to personalize campaign messaging to connect with a wider audience and celebrate an even broader spectrum of love. For each animal, we chose to highlight different kinds of love that people experience.

Our romantic, love-focused options included foxes representing fox-y significant others. Our fun, anti-valentine’s day options were represented by a skunk and a porcupine because love can stink and even be a bit prickly. Finally, we included a “Galentine’s” option focused on celebrating positive friendships between women. By expanding our animal options, we were able to create a “choose your own” Valentine’s Day celebration.

We recreated a digital version of the classic Valentine’s Day cards from grade school for use on social media and leverage nostalgia as a vehicle for success. This medium offered us a space to use humor and strategically placed puns to highlight the different animal adoptions being offered as well as communicate the different types of love that Valentine’s Day celebrates. 

 Results:

  • Nearly 50% increase in animal adoptions sold YoY
  • 40% of all orders were foxes
  • Despite Covid-19 and being a virtual event, 125 dinners were sold netting more than $15k in revenue
Schaefer Team

Schaefer Team

Van Nguyen
Journal

Mint to be

January 30, 2023
Julia Norek
Journal

The snow must go on!

January 30, 2023
Amy Smith
Journal

Agency by Chance, Schaefer by Choice

August 25, 2022
Enter the Fold
Subscribe to our newsletter
Schaefer Advertising Co. | Ft. Worth, Texas

© 2022 Schaefer Advertising Co.
Privacy | Sitemap

Best Places to Work in Fort Worth
Company
  • About
  • Case Studies
  • Contact
  • Careers
Menu
  • About
  • Case Studies
  • Contact
  • Careers
Expertise
  • Healthcare
  • Real Estate
  • Attractions, Tourism & The Arts
Menu
  • Healthcare
  • Real Estate
  • Attractions, Tourism & The Arts

Get in Touch

1228 S. Adams St.
Fort Worth, TX 76104

817.226.4332
hello@schaeferadvertising.com
Facebook-f
Twitter
Instagram
Linkedin