Wild About Whales is an annual campaign run by National Parks and Wildlife Services to drive coastal tourism during non-peak periods while bringing attention to whale conservation.

The campaign objectives were to:

  • Generate booking conversions in National Parks properties and campsites
  • Increase campaign awareness
  • Increase blog traffic
  • Grow the email subscriber list
  • Generate app installations

The brief’s multiple objectives presented a unique challenge for measuring impact, ROI and engagement.


Multi-pronged approach for a multi-objective brief

The account had been predominantly reliant on Display and generic template ads.

We rebuilt campaigns by first creating a list of keywords based on average monthly search volume and past AdWords data, then grouped these into campaigns for each objective.

We tracked all activity on the site using Google Tag Manager to create AdWords Conversions and Google Analytics Events. This provided greater insight into a user’s conversion path and allowed for better reporting into engagement and leads.

For longer-tail, obscure keyword queries relating to whales, we set up Dynamic Search Campaigns to capture users and drive site engagement.

To accommodate all objectives, we set up:

  • Display Ads for brand awareness
  • Remarketing campaigns for leads
  • Dynamic Search ads for engagement
  • Conversion tracking
  • Universal app campaigns

We’ve seen a 61.43% YoY increase in web traffic, CPC lowering 44.2% and conversions increasing 61.72% in the first 4 months.

Robust strategy, seamless program implementation and constant optimisation

Search was key part of the campaign in turning active consideration into conversion. Outstanding results were delivered, including  a 61.43% YoY increase in web traffic, CPC lowering 44.2% and conversions increasing 61.72%.

The campaign was underpinned by robust strategy, seamless program implementation and constant optimisation. Sparro take the time to really understand and interrogate the brief. With a strong focus on campaign evaluation and improvement, they are not satisfied to just meet campaign objectives. They are highly pro-active and constantly making recommendations, trialling new ideas and leveraging any opportunities arising in the ever-changing digital landscape. Their response is always backed with solid insight, analysis and the most current research available. Sparro comes with my highest recommendation. If you have some search  needs I suggest you look them up.”

Matt Mannall
Marketing and Campaigns Team Leader, NSW National Parks and Wildlife Service | Office of Environment & Heritage
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Morris Bryant
Cameron Bryant
Sparro Digital Marketing Level 12, 35 Tumbalong Boulevard,
Haymarket, NSW Australia
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