IAAPA brings together the people behind the world’s most memorable attractions, from theme parks and water parks to museums, zoos and aquariums.
Their members had a whole host of benefits at their fingertips. The snag? Not enough people were making the most of them.
They came to Pretty Pragmatic to turn those perks into a headline act.
Results
Multi-channel campaign across email and social
Always-on journey from awareness to action
Member benefit messaging brought into sharper focus
8% uplift in member engagement
Our approach
Giving FOMO a fast pass
The perks were already there. The pull wasn’t. So we gave the campaign a hook with a bit more oomph: benefits FOMO. In an industry where the whole point is not missing the good stuff, it just made sense.
The creative played with the feeling of almost missing out. Bold, colourful visuals stopped the scroll. Playful animations turned frowns into smiles. “Peeking” imagery gave members a glimpse of the perks waiting just out of view.
From email to social, every step had a job to do, starting with headline benefits before building momentum through stories, stats and social proof.
Every touchpoint came back to one clear message: You’ve got access. Now use it.
Our impact
More along for the ride
The benefits were no longer waiting in the wings. The campaign brought them out of the background and into the thick of the IAAPA experience, giving members a clearer sense of what they could access and why it was worth their time.
Better still, it shifted behaviour, with membership engagement climbing by 8%. Because in a world of big days out and bigger thrills…
No one wants to get FOMO.
Work
Some more examples of the impact we've made with our clients.
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