Goals:Awareness, Special Event, Customer Activation

Case challenge

After 15 years of lobbying the day finally arrived; In April 2017 the giant pandas came to Ouwehands Dierenpark Rhenen. A very important event for the Netherlands and the park. The challenge for Ouwehands Dierenpark is to get as much value as possible out of the arrival of the pandas in both the short and medium term. In short: how can the buzz and the associated awareness around the arrival of the giant pandas be converted into visitors to the park?


The solution is to properly define the different customer journeys to reach the set goals, and enrich these journeys with personalized video. This means converting people to subscriptions for the newsletter and then converting them into (returning) visitors. Encourage people to use their (social) network to increase the quantity of the reach, within the right target audience. And extending the journey by sending a personalized video after they visited the park: to thank them for their visit and to encourage them to donate to the Ouwehand Zoo Foundation.

Conversion subscribers %
Open rate video %
Average amount of shares per video X

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