The Re-Opening of Jorvik Viking Centre: Dark Social

After facing closure in 2015 due to flooding, Jorvik Viking Centre held it’s grand reopening in the Spring of 2017 and we are proud to have been selected to buy and implement their advertising activity to promote this.

To create interest prior to the relaunch, we designed an online display campaign including the bespoke element of ‘dark social’ - a targeting strategy which allows us to harvest data via users sharing content via messaging platforms such as Facebook Messenger and Whatsapp.

The campaign was focused around reaching families, mums, historians and education professions; all of which have a high propensity to share content ‘in the dark’.

The campaign provided valuable insight which can be carried forward into future ad-campaigns. This insight includes:

  • Jorvik audiences tend to engage strongly with home and garden material

  • Jorvik audiences regularly browse pet related content via mobile web

  • The Jorvik ‘mum’ audience pool shared the most content on a Sunday

  • Creatively, the 300 x 250 creative generated the strongest CTR and we would recommend upweighting delivery of this ad size in future.

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