Oakland Restaurant Week 2020
Client: Visit Oakland
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For the 10th anniversary of Oakland Restaurant Week (ORW), TwoSix Digital and Visit Oakland worked together to develop a promotional ad campaign for Facebook and Instagram that ran from December 2019 through January 2020. The overall goals of the campaign were:
Specifically, the campaign aimed to encourage more visitation by broadening geographic targeting, and to increase the number of reservations made ahead of time in order to help local restaurants better prepare. These objectives were critical to achieving the overall goals of this campaign.
TwoSix Digital ran ads on Facebook/Instagram network, employing the latest technology and optimization methods in a multi-layered approach to allow each flight to build on the success of the previous. The aim was to take the customer through three stages – overall awareness of ORW, heightened interest in the cuisine and locations, and then conversion through booking a reservation.
The discovery process began by targeting previously successful foodie audiences built from a campaign that leveraged users across three ad platforms: Facebook, YouTube, and Pinterest. The Bay and Sacramento areas were geographically targeted, with messaging that included a travel discount for those traveling for ORW via train. Finally, a contest was run in which consumers could email confirmation of their restaurant booking for a chance to win a $125 gift card for ORW.
Total Impressions
Link Clicks
Cost Per Click
Webpage Views
Click Through Rate
Overall, these results were fantastic. We were able to achieve the same rate for CPC and Cost Per Partnering Restaurant Click, the biggest indicator of the campaign’s success. Users were clearly interested in booking reservations ahead of time. The strategy of employing a contest paid dividends in terms of acquisition for future marketing programs via email.
The Campaign resulted in:
The campaign target market DMA’s garnered the following number of sessions and average session duration:
Smaller cities in the surrounding areas tended to have higher engagement rate than bigger cities. For example, San Jose (1:027) vs. Berkeley (2:02). Likely, those in smaller cities have less opportunity to explore such diverse cuisine.
Virtual Tourism Conferences
April 13 | Brian Matson will be presenting on “Social Marketing Tips & Strategies During (and after) the COVID-19 Crisis” for Experience Burnsville
April 20 | Brian Matson will be presenting on “Social Marketing Tips & Strategies During (and after) the COVID-19 Crisis” for Meet Mount Pleasant
April 21 | Brian Matson will be presenting on ‘Owned-Data Strategies to Future-Proof Your Marketing Efforts” for Pure Ludington