In 2021, Ideo Ideis, a Romanian cultural movement, launched “Tabăra de Arte Performative și Revelații” - a one-week creative camp designed to immerse teenagers in the world of theatre and film. The program invited participants to join a creative bootcamp, where they would work with famous industry professionals to boost their talent and skills.
They turned to us, Zenversiting, to promote this premium, first-of-its-kind camp and drive sign-ups for 135 spots. We had just 25 days to attract the attention of both teenagers and their parents and convert that interest into sign-ups
The Art of Starting Strong: How We Launched Ideo Ideis’ New Creative Camp in Just 25 Days
Scenario
Ideo Ideis Case Study
The Challenge
The primary challenge was the high cost of the camp, which made it a significant commitment for the participants’ families. As the program was completely new, we also had to overcome a lack of familiarity with the offering. While initial interest was strong, we noticed a high drop-off rate before finalizing registrations.
To make the campaign a success, we needed to build awareness quickly, educate the audience about the camp’s value, and optimize the funnel to drive conversions.
135 spots
25 days
Ideo Ideis Case Study
The Campaign
We took a multi-layered, zen-like approach, focusing on flowing through each stage of the funnel:
Top of Funnel (Awareness): We allocated 30% of the budget to video ads and broad awareness campaigns targeting both teens and their parents, introducing them to the camp’s unique vision. These ads reached over 900,000 teens and 680,000 parents.
Middle of Funnel (Engagement): 40% of the budget was used to re-engage those who had shown interest in the camp by interacting with previous content. We drove them to dedicated landing pages, highlighting specific camp programs.
Bottom of Funnel (Conversions): The remaining 30% targeted the most engaged users: those who had begun the registration process. We fine-tuned our messaging, adding crucial information to landing pages to address concerns and push conversions.
Ideo Ideis Case Study
The Impact
Despite the camp’s premium price and the tight promotion window, we helped Ideo Ideis sell 45 camp spots, filling three groups out of the nine planned. This was seen as a significant win for a new and relatively unknown product. The client was pleased with the campaign’s performance and regarded it as a strong start for a new initiative.
Facebook Ads
Reached 570,000 unique users and delivered a 4.45 ROAS.
Result
570,000 unique users
Google ads
With a modest budget, our Google ads drove significant engagement with over 140,000 impressions and hundreds of site visits.
Result
>140,000 impressions
Conversions
The funnel drove 29 transactions within the first 24 hours of landing page visits, with additional registrations happening over the next several days.
Result
29 transactions
Ideo Ideis Case Study
Conclusions
While we didn’t fill all 135 spots, the campaign successfully positioned Ideo Ideis’ new creative camp as a promising venture. The combination of targeted messaging, continuous optimization, and well-executed media planning allowed us to turn a completely new, high-priced product into a sold-out success for several camp groups.
At Zenversiting, we understand that marketing should flow naturally - and when it does, it leads to meaningful progress, one step at a time.
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