Driving awareness and generating high-value leads for Parc Astérix.
Parc Astérix is the second biggest amusement park in France, based on the popular French comic book series Asterix. It came to TikTok for an exciting Halloween campaign in partnership with Carat, with the main objective being to generate brand new leads for their newsletter.
Using TikTok Ads Manager, Parc Astérix set up a Lead Generation Ad - a solution designed to help businesses reach customers and drive conversion with ease. By encouraging the TikTok community to complete a short form and provide their information (e.g. Name, Email, Phone, Address), where basic information is pre-filled, brands can identify and cultivate potential customers – without ever leaving TikTok.
The creative showcased the excitement and adventure that could be had at Parc Astérix during the spooky Halloween season. The ad then included a call-to-action inviting the TikTok community to fill in their information in a form in order to opt-in for the Parc Astérix newsletter while also being in with a chance to win free tickets to the park.
The campaign was a big success achieving over 2,600 brand new, high quality leads for Parc Astérix. The brand saw a 31% conversion rate and a smashing 71% reduction in cost-per-lead, all maintained within budget thanks to the effective control of TikTok Ads Manager.
Karine Moral, Marketing Director at Parc Astérix, said: "Using TikTok’s Lead Gen solution allowed us to make the most of the 'Peur sur le Parc' period and play with the momentum. With our custom music and the competition, we were able to get a lot of opt-ins for our database at a great cost. We are pleased with the results and excited to continue exploring the possibilities this ad solution offers."
Dorothée Daligny-Orset, Associate Director at Carat France, said: "This campaign was a successful test for a first use of TikTok as a performance lever, at a key moment of Parc Astérix's communication plan. It motivates us to explore future opportunities with the platform and around this product!”