Discover Puerto Rico Lead Generation Campaign
Client: Discover Puerto Rico
The Scope
This campaign aimed to increase the e-newsletter subscriber database of Discover Puerto Rico with highly qualified consumers. The program was designed so that the subscriber data collected would be from users that value differentiating destination experiences, therefore allowing the leads to be properly segmented by Discover Puerto Rico in the future to deliver custom content.
Using Facebook’s Test & Learn tool, we determined whether lead generation from a Discover Puerto Rico landing page on its website or Facebook Lead Gen Ads were more effective. The ad type that was most effective would then be used for the subsequent ad flights.
To encourage discovery, after lead acquisition, the ads drove the specific targeted personas to relevant landing pages on the Discover Puerto Rico website.
The Strategy
The target audience was comprised of consumers with high value personas for Discover Puerto Rico: Active Adventurers, Beach Extremists, Foodies, and a combination of Arts & Culture Lovers, History Buffs, and Cultural Immersion Travelers.
To begin, the campaign targeted the aforementioned consumers in key DMA feeder markets that feature direct flights to the island of Puerto Rico along with being overlayed inot markets where Discover Puerto Rico had previously run TV ads. This allowed us to create a “mirror media” audience primed for lead acquisition.
As frequency crept to above 2.5 halfway through the campaign, we expanded targeting from strictly DMAs to also encompass the states where content has performed the best both paid and organically.
After extensively examining Discover Puerto Rico’s other digital marketing data and additional destination research, we were able to accurately target multilple high-value consumers for the campaign.
20,673
Leads Generated
$1.30
Cost per Lead
2,337,141
Total Impressions
52,077
Clicks
117,446
Post engagements
