Ludington Area Convention and Visitors Bureau engaged TwoSix Digital to develop and maintain a campaign intended to drive awareness and entries for a lighthouse getaway giveaway at the big Sable Lighthouse in Ludington while also collecting email addresses for the CVB’s e-newsletter.
TwoSix Digital employed highly-strategic targeting from the Facebook Audience Insights tool and lookalike audiences of the previous year’s contest entrants and the CVB’s Facebook page. A number of ad flights were created and managed to drive entries into the giveaway.
Increase in email subscribers
This campaign was the most successful and popular giveaway TwoSix Digital has ever hosted for a client.
- More than 22,000 entries – an increase of 298% from the previous year’s giveaway.
- 89% of entrants opted-in for the Ludington Area CVB e-newsletter
- List of subscribers increased 156%.
Page reach also skyrocketed as a result of social ads. Targeting for the campaign ads was so specific and accurate that the average click-through rate for the campaign ads was more than seven times the global average.