Case Study: Ames Scullin O’Haire (ASO Advertising) boosts attendance 8% and earns #1 TripAdvisor ranking with NetBase Quid

Thanks to insights from NetBase analytics, ASO finds the perfect “web-footed” solution to bring visitors to the Georgia Aquarium

Ames Scullin O’Haire (ASO) Advertising partnered with the Georgia Aquarium — the largest aquarium in the western hemisphere — to tackle a 2015 challenge: with no new exhibits to promote, the aquarium needed fresh ways to increase attendance and drive revenue. ASO used the NetBase social analytics platform to learn how and where people were talking about the aquarium’s animals, exhibits, and experiences so they could design a campaign that resonated with visitors.

Leveraging NetBase insights, ASO identified strong interest in penguins and popular programs like Behind the Seas and Sips Under the Sea, and launched the “Waddlesworths are Coming to Atlanta” interactive campaign featuring George the penguin. The data-driven effort and optimized media placements delivered an 8% rise in attendance, a 174% increase in potential impressions, the #1 US aquarium ranking on TripAdvisor, and the most Instagrammed location in Georgia.

Ames Scullin O'Haire

Ted Tagalakis

Director of Marketing Science & Digital / Media Strategy