Destination Marketing Case Study: Data Improves Paducah’s Entry Rate

Client:

Paducah Convention & Visitors Bureau

The Scope:

TwoSix Digital developed and managed a Facebook ad campaign to drive entries into the Paducah Convention and Visitors Bureau summer sweepstakes in August, 2016. This ad campaign focused on the niche audience of quilting and crafting.

The Strategy:

Ad targeting strategies included the use of Lookalike Audiences of the Paducah Facebook page and matching email addresses of people who had previously entered the sweepstakes. Use of the PersonicX lifestyle clusters through the Facebook Audience Insights Tool helped determine the best possible interests for Facebook ad targeting.

Close monitoring and ad management led to TwoSix Digital seeing better costs per click, however the number of entries compared to the number of people viewing the sweepstakes remained disproportionate.

Upon reviewing ad targeting, TwoSix Digital noticed that women 55 and older on desktop were more likely to click on the sweepstakes ad. The ad’s placement and targeting were adjusted to serve this audience where they were most likely to convert.

The Results:

Upon changing the demographics and placement, the entry rate rose from 13.8% to 35.9% and the cost per entry fell nearly 16%.

When the next ad flight produced mixed results, a similar alteration to the targeting and placement was made. This led to an entry rate that was more than four times higher and a cost per entry that was 77% less. This kind of close monitoring and quick response led to a successful campaign rooted in data and serving content up to a much more relevant audience to produce measurable results.