The Scope
Throughout the months of June and July 2018, TwoSix Digital developed and managed a digital co-op promotional campaign that featured a series of ads and videos that were places on multiple platforms highlighting the destination marketing organizations that make up the regional promotional agency – Indiana’s Cool North. The destination marketing organizations included:
The ads ran across the following platforms: Facebook, Instagram, and a Native Content Distribution Network.
The Strategy
Several highly-targeted ads types were utilized– with a variety of niche-based interests and lifestyles targeting that reflected the tourism product of each individual organization. These ads were used to help increase awareness of Indiana’s Cool North – the northern region of Indiana.
The program was divided into three components. The first was a sweepstakes to encourage consumers to opt-in via email address, content promotion and website traffic driving ads and native content promotion on multiple distribution networks.
The first step of the program was to develop a series of well-organized lading pages on Indiana’s Cool North website that represented each destination. The pages included elements like a promotional video and trip planner.
The ads were then segmented into two parts – the sweepstakes promotion and content promotion.
The content promotional ads were made of up of custom videos for each destination along with a link back to the landing. Two items to note on the ad flights that strategically played into future promotions were the audience building technics. Through the use of the Facebook pixel process, we leveraged video engagement to build custom and lookalike audiences for future promotion along with pixeling users who visited the Indiana’s Cool North website.
The campaign ran a full seven-week period and the ad expenses were shared between the seven participating CVBs and the Indiana Tourism Development Commission.
2,014,165
Total Impressions
19,289
Web Sessions
22, 819
Link Clicks
160, 863
Post Engagements
3,764
Opt-In Email Addresses
3.68%
Click Through Rate
The Results
The campaign results were as follows:
- The campaign ads registered 2,014,165 total impressions.
- Google Analytics was able to track 19,289 web sessions from the CVB videos and the StackAdapt blogs
- Facebook/Instagram ads obtained 22,819 link clicks and 160,863 post engagements.
- Indiana’s Cool North obtained 3,764 opt-in email addresses
- The seven CVB promotional videos were watched over 130,000 times
- Facebook website CPC averaged $0.63 per click which is below the $0.69 global average reported by Nanigans in Q2 2018.
- Facebook website CTR averaged 68% per click which is above the 1.60% global average reported by Nanigans in Q2 2018 – a 130% more than the global average!
