Jorvik Viking Centre: Dark Social

After having to close following the floods in 2015, Jorvik Viking Centre held it's grand reopening in Spring 2017.  To create interest prior to the relaunch, we implemented an online display campaign featuring Dark Social.

‘Dark Social’ is a bespoke targeting strategy which allows us to harvest data on users sharing a brand’s website and content via messaging platforms such as email, Facebook Messenger and WhatsApp.

For the Jorvik Viking Centre campaign, we targeted families, mums, historians and education professionals - all of which tend to have a high propensity to share content ‘in the dark’.

We discovered that the Jorvik audience have a keen interest in Home & Garden material, as well as pet related copy which proves to be valuable placement insight that can be used for future campaigns.

Their results also showed that the 'mum' audience pool shared the most content and Sunday proved to be the strongest day for engagement. Creatively, the 300x250 creative generated the strongest CTR so for future campaigns we would recommend upweighting delivery of this creative.

The overall CTR for this campaign peaked at 0.28% therefore incorporating ‘Dark Social’ within Jorvik’s digital campaign proved to be highly successful.