Greystar: EVIVA
June 1, 2017

Denver Museum of Nature and Science

The Denver Museum of Nature & Science, with the support of Google.org and The Boeing Company, opened their “Robot Revolution” exhibition in the spring of 2016. The exhibition aimed to immerse guests in a future of intelligent design and the impact it will have on people’s lives. They approached The Social Route to drive website purchases for the exhibition through a science and education based social media ad management campaign.

Conversion Rate Before

0.04%

Conversion Rate After

0.31%

% Difference

675%

Here’s where we started: We knew that in order for the campaign to succeed, the messaging needed to evoke feelings of immersion in a future world of artificial intelligence. We began by learning the museum’s core audiences and made predictive assumptions about the core messaging and audience demographics using assets we created and branding they provided. We then developed an iterative ad framework that would test the content of our campaign through various broad and targeted audiences.


Iterative Structure: Initial Test
  • Campaign(s)
  • Audience(s)
  • 1
  • 3
  • (i)Robots and AI interest 18-65+, colorado (broad) | 1,900,000
  • (ii)colorado 18-65+ (broad) | 2,200,000
  • (iii)Parents 18-65+ colorado | 5,20,000
  • Social Placements
  • Creative Assets
  • Copy Assets
  • Total Ad Iterations
  • 2 (Facebook, Instagram)
  • 10
  • 3
  • 120

Initial Creative Example

Initial Data

Cost Per 100 Impressions

$3.22

Conversions

1,486

Conversion Rate

0.04%

  • Highest Converting Audience

  • Moms, 25-44

  • Highest Converting Social Network

  • Facebook Mobile Feed

  • Highest Converting Creative

  • Red Robot

  • Highest Converting Copy

  • “Copy 2”

The initial data gave us the means to ask new questions. We searched for pervasive themes in the best performing iterations. We uncovered patterns and structures to better understand what ads were driving consumer response – what ads were most effectively converting to online sales.

Iterative Structure: Evolved

  • Compaign(s)
  • Audience(s)
  • 1
  • 3
  • (i) Moms 25-44
  • (ii) Retargeted
  • Social Placement
  • Creative Assets
  • Copy Assets
  • Total Ad Iterations
  • 1 (Facebook Mobile)
  • 8 (Facebook Mobile)
  • 4 (Facebook Mobile)
  • 64

Evolved Creative Example

We built a test. We created a new audience, targeting Moms with “Red Robot” creative and human/family-centered copy that would appeal specifically to them. Our evolved design was catered to new assumptions about the best performing audience on the optimal ad environment. We worked not to find answers, but to ask to questions — and increase results. The results were incredible.

  • Conversion per 1000 Impressions
  • Conversions
  • Cost per Conversion
  • Conversion Rate
  • Before
  • $3.22
  • 1,486
  • $7.94
  • 0.04%
  • After
  • $2.52
  • 12,314
  • $0.82
  • $0.31%
  • Difference
  • -22%
  • +729
  • -90%
  • +675%