Pure Michigan assigned TwoSix Digital the task to increase its Facebook page Likes to over one million. This made Pure Michigan the third statewide tourism page behind Hawaii and New York to cross this mark. Additionally, TwoSix Digital was asked to change the location origin of the Facebook users from predominately in-state to out-of-state.
Beginning in February and ending in May, 2015 TwoSix Digital developed and ran 269 unique ad sets using 13 custom audiences and 24 lookalike audiences.
The ads were targeted to consumers based upon suggestions from the Facebook Audience Insights tool and included interests, locations, brands and specialties that Michigan is known for.
Additionally, TwoSix Digital used Pure Michigan’s Google Analytics to determine targeted states and DMAs along with website pixels to help leverage traffic to michigan.org to reach a deeper and more relevant audience.