Case study
Mini-Europe
TRAVEL, COMMUNITY, TIKTOK
The sun came out. The campaigns were already running.
Context
Mini-Europe is Belgium's iconic miniature park, nestled at the foot of the Atomium in Brussels. With over 350 miniatures of Europe's most celebrated monuments, it draws families, tourists and school groups from across the continent.
As a seasonal, outdoor attraction operating across six markets and four languages, the campaign challenge goes well beyond media buying — it demands strategic precision, creative adaptation and split-second timing. We were brought in to turn sunshine into ticket sales.
Challenge
An outdoor park lives and dies by the weather. Revenue peaks in summer, drops in rain, and has to compete for the same family leisure budget as Walibi, Plopsaland, … — all within a multi-market landscape spanning Belgium, France, the Netherlands, Luxembourg and Germany.
The campaign had to be smart enough to know when to spend, agile enough to adapt across markets and languages, and compelling enough to win the click over well-known competitors.
Solution
We built the campaign around smart budget deployment — spending only when conversion potential was at its highest.
Rather than a standard always-on approach, we aligned media pressure with real-world visit behaviour: concentrating budget during peak moments and pulling back when conditions didn't favour an outdoor experience. A full cross-channel strategy ran across Meta and Google, with dedicated campaigns per market covering Belgium, France, the Netherlands, Luxembourg and Germany — each adapted in language and creative to local audience behaviour. B-roll video with voiceover emerged as the dominant creative format, outperforming every alternative by a significant margin.
Results
The season delivered across every metric. Paid social became the #1 traffic source during summer, and year-over-year growth was substantial across the board — with website visits up +47.8% and Google Ads impressions up +42% versus the previous season. The smart budget deployment approach proved its value: by concentrating spend during high-conversion moments and pausing during low-potential windows, every euro worked harder. On the creative side, B-roll video with voiceover was the standout format — generating the lion's share of all ticket sales and outperforming every other format by a wide margin. Six markets, four languages, one cohesive season that converted.
0 → 21K
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41K+
Likes
7M+
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