Case · Attractions
JunibackenMore families with children found their way to Junibacken.
Junibacken on Djurgården is Stockholm's house of children's culture. When we took over Google Ads in autumn 2021 the goal was a strong comeback after the pandemic. We delivered it.
- Engagement
- 2021 to 2025
- Channels
- Google Ads, YouTube, display and SEO
- Audience
- Families in Stockholm and tourists
Results
+135%
Transactions
+109%
Clicks
+66%
CTR
-14%
CPC
Search ads in our first 22 months compared with the same length of time before, when the pandemic held visits down.
In summer 2023 purchases from search ads grew by 56% compared with summer 2022, while cost was 39% lower.
About the client
Junibacken opened in 1996 on Djurgården in Stockholm. The Story Train takes visitors through Astrid Lindgren's stories. The house also has theatre performances, play exhibitions, a bookshop and a party venue for children's birthdays.
Tickets and annual passes are sold online.
The assignment
The pandemic had hit the visitor industry hard. The assignment was to give Junibacken a strong comeback with more tickets sold online and more visitors through the doors.
Junibacken also wanted to understand the whole customer journey. Where did purchases come from and where did visitors drop off?
How we worked
Revenue-driven bidding
We rebuilt the account and steered bidding towards revenue instead of number of purchases. The budget then went to the searches that sold the most and most valuable tickets.
Tracking with conversion values
Together with Junibacken's web agency we set up Google Ads purchase tracking with conversion values. Junibacken had not had that before. Enhanced conversions gave a more complete picture even when visitors declined cookies.
Store Visits
With Store Visits we could measure how many people saw an ad and then visited Junibacken in person. The effect of advertising became visible beyond the online shop.
Campaigns for every school holiday
Winter break, Easter, summer, autumn break and Christmas had their own campaigns and messages, ready before demand peaked.
Tourists planning their trip
We reached families in Finland, Germany and other countries while they were still planning what to do in Stockholm. The commercial ran on YouTube in Swedish, English, German and Finnish with dedicated landing pages.
SEO and landing pages that build relevance
We delivered recommendations for SEO and new landing pages. They covered everything from booking children's parties and seasonal pages for the autumn and reading breaks to summer activities for families and conferences and kick-offs for companies.
The collaboration in practice
Ahead of every season
Before summer 2023 we went through Junibacken's plans on site. The account was expanded with deep links to the new Emil exhibition, the summer holidays and the Moomin playground so campaigns were live when the season started.
A plan for organic traffic
In autumn 2024 we delivered a keyword analysis with more than 400 keywords per audience and 50 content ideas. It gave Junibacken a content plan that builds organic traffic over time.
New audiences for new shows
For the baby theatre show Titta Pippi we targeted display ads at parents on leave with small children on selected sites. The click-through rate was more than three times higher than normal for display.
“We are having our best summer ever in terms of results!”
Tove Blum
Head of Communications and Marketing at Junibacken
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