Marketing success for holiday pop-up series
About the Project
From the creative minds of Bayer Brothers Sets and MOTUS Booth came the immersive holiday pop-up series SNOWDAY. Located at the Plaza at Preston Center, guests navigate their way through an imaginative winter wonderland of festive photo ops, enchanted rooms, interactive spaces, and more.
Anderson Collaborative began work with the SNOWDAY in the early conceptual stages. Inspiration for the project came from unique experiential locations such as Candytopia, Museum of Ice Cream, and Meow Wolf. The concept expanded from this inspiration into fruition with plans of a unique and immersive holiday photo and sensational experience unlike anything currently out there in the marketplace.
Immediate challenges included coming up with a strategy at both a marketing and conceptual level that would build brand awareness quickly and entice visitors to come to the event. Additional challenges included organizing strategic planning and media planning efforts effectively on a limited budget and getting the word out through press appearances/news articles and by word of mouth. Lastly and perhaps the largest challenge was taking a limited advertising budget and applying it in a way that would provide as much return possible.
Client:
Product:
Services:
- THE PROBLEM:
Challenges: Marketing strategy, budget constraints, media planning, and brand awareness
As a seasonal event, Snowday Dallas faced the challenge of maximizing revenue within a limited winter window, requiring a highly strategic approach to marketing. Over the past four years, we have worked to improve ad performance year over year, identifying cost efficiencies and fine-tuning the advertising timeline to capture demand at the right moments. The key was to balance early awareness with high-converting, last-minute ticket sales, ensuring the event consistently grew while maintaining profitability and efficiency.
- THE SOLUTION:
Leveraging multiple marketing channels and budget optimization to maximize brand awareness
To drive growth and efficiency, we implemented a multi-channel strategy combining influencer content, targeted paid media, social media, website optimization, email marketing, and CTV advertising. By refining our ad funnel and campaign timing, we maximized reach while lowering costs. Conversion rate optimization (CRO) improved the ticket-buying experience, while email automation nurtured leads and boosted sales. With year-over-year testing and fine-tuning, we continuously improved ad performance, audience targeting, and creative strategy, ensuring sustained growth and profitability each winter season.
Results Summarized:
Over the past four years, Snowday Dallas has grown into a seasonal staple, delivering massive returns and industry recognition. The event has won nearly ten ICSC Maxi Awards, increased holiday mall visits, and even influenced Netflix to launch an experiential pop-up at Galleria Dallas. Our highly optimized paid media strategy has consistently averaged a 10x return on ad spend (ROAS) across all channels, reaching nearly 100 million impressions and generating hundreds of thousands of social shares. With each year, Snowday Dallas has become a bigger, more anticipated event, ensuring its long-term success and annual return.
Project Team:
Trevor Anderson
Founder & CEO
NICK
WILLIAMSON
Commercial Production
Daria
Canfield
Project Manager
Nazareno
Castro Bay
Digital Strategy & Desing
Claiborne
Myers
Content Production & Editing
Gregorio
Palacios
Content Production & Editing
Doug
Bryson
Advertising Director | Paid Search Marketing
Wesley
Hibbs
Web design & Development
Dan
Coria
Web design & Development
Bem
Hamner
Commercial Production
Kate
Voskova
Product Photography
AJ
Aguirre
Commercial Production
Project Team:
Trevor Anderson
Founder & CEO
COLE
FEIGL
Client Lead Strategist | Brand Vision & Direction
NICK
WILLIAMSON
Commercial Production
Daria
Canfield
Project Manager
Nazareno
Castro Bay
Digital Strategy & Desing
Claiborne
Myers
Content Production & Editing
Gregorio
Palacios
Content Production & Editing
Doug
Bryson
Advertising Director | Paid Search Marketing
Wesley
Hibbs
Web design & Development
Dan
Coria
Web design & Development
Bem
Hamner
Commercial Production
Kate
Voskova
Product Photography
AJ
Aguirre
Commercial Production
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