Celebrating a Milestone: The 25th Annual Zoo Run
Zoo Run 2024 marked the event’s 25th anniversary, and it was the perfect moment for a creative campaign to bring the excitement of this beloved event to life. The main goals included driving awareness and filling registration spots, with an underlying objective of surpassing the prior year’s results.
Engaging Audiences with Vibrant Creative and Strategic Media
Schaefer crafted an upbeat and eye-catching campaign with the headline “Zig-Zag Through the Zoo.” The creative design used playful, illustrated animals and neon yellow lines to add a sense of movement and energy. Even more, the creative highlighted the Zoo’s newly returned lions, which were a key feature of the race route. Our media strategy included a full-funnel approach to guide users from learning about the event to signing up. We engaged audiences through a mix of paid search, paid social, email, text messages, streaming video, OOH, and display ads—ensuring we reached them at every stage of their journey.
Record-Breaking Success: A Sell-Out Event and Impressive Growth
- Zoo Run SOLD OUT for the first time in its 25-year history!
- Registration quantity was 152% to goal, and revenue reached 141% of the goal.
- Paid search traffic skyrocketed, driving 5x more clicks than the prior year, with an impressive 44% CTR—a 41% increase.
- Social media engagement soared with 3.8 million impressions and more than 142K total post engagements.
- Email strategy helped boost engagement with the highest click-through rates seen in years.
Turning a Tradition into a Historic Achievement
Schaefer’s creative vision and strategic approach helped make Zoo Run 2024 a resounding success, not only meeting but exceeding all expectations. By blending bold, fun visuals with highly targeted media, we helped make the 25th anniversary a celebration to remember—turning this beloved event into a sell-out success and solidifying it as one of Fort Worth’s favorite family traditions.
