Short Form Video
The hardest sessions to fill at any summer camp are the first and the last. Camp Ozark, one of the largest summer camps in the country, welcomes more than 7,000 campers ages 7 to 17 to over 400 forested acres near Mt. Ida, Arkansas. To drive enrollment in its opening and closing sessions, the camp turned to WWC for a digital advertising campaign built on short-form video. WWC produced more than 30 variable ads that matched content to each viewer's age, gender, and interests, reaching campers and their parents on Meta and YouTube with creative made for each, organized under 2 campaigns, Endless Summer and Young and Free. The approach lifted click-to-registration conversion 35% over previous campaigns, and those once hard-to-fill sessions have sold to capacity for the last 5 years.
Peak summer sells itself. The opening and closing sessions do not. More than 7,000 kids fill Camp Ozark's 10-week season each summer, choosing from over 150 activities, yet the sessions at either end of the calendar needed a push. Camp Ozark asked WWC to create a digital campaign that would lift enrollment in those specific windows, reaching 2 very different audiences at once, the campers who beg to go and the parents who sign them up.
WWC built the campaign on relevance rather than reach alone. More than 30 variable ads, produced as short-form video, matched content to each viewer's age, gender, and interests, so campers and parents each saw creative made for them instead of a single generic message. The 2 campaign platforms, Endless Summer and Young and Free, gave the work a consistent identity across Meta and YouTube while the variable system kept every impression personal. Each ad pointed to the same outcome, enrollment in Camp Ozark's opening and closing sessions.
The Endless Summer and Young and Free campaigns converted ad clicks to started registrations at a rate 35% higher than Camp Ozark's previous campaigns, and registrations climbed with them. The opening and closing sessions, once the hardest on the calendar to fill, have sold to capacity for the last 5 years. Creative matched to age, gender, and interests outperformed a single message in a category where kids and parents decide together. More importantly, it gave one of the largest summer camps in the country a repeatable model for selling its toughest weeks.
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