StarLab

Context:

Big Little Science Centre is a not-for-profit organization started in the year 2000 with the vision of inspiring children, their families and the community to explore and experience science in an entertaining and stimulating environment. Since its inception, BLSC has made a name for itself across British Columbia.

Problem:

With one of the most significant events for the year coming up, I helped BLSC with digital ads. Before that point, they had never spent a penny on online ads and depended on organic reach. It was an excellent opportunity for me to educate them on the benefits of having paid media and help them reach a broad audience.

Process:

StarLab was a portable planetarium for kids and adults with interactive sessions. I selected Facebook Ads and Google Adwords platforms to promote this event. As they had an established presence on Facebook with many followers and page likes, Facebook Ads would have significantly impacted post reach.

I used tools like Canva to create an appealing post for Facebook. We promoted the post twice to do an A/B test. We changed a few parameters of each post to see what works the best.

I created a slightly different image for Google Ads. To make the ad relevant to the people, we used the BLSC’s website for reference. We configured Google Ads for automatic bidding so that it could give us the results that are best for the website visit.

Results:

Our ads reached 2.4K users in two days on Facebook, and more than 1K people clicked on the call to action button. The ad ran for five days and reached more than 6.5K users. On the other hand, we saw a significant increase in website visitors. The ticket sale exceeded the management’s forecast by more than twice the amount, causing the organization to extend the event to one more day.