Ludington Lighthouse Getaway Giveaway

Client:
Ludington Area CVB

The Scope:

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.

The Strategy:

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.

The Results:

This campaign was the most successful and popular giveaway TwoSix Digital has ever hosted for a client. There were more than 22,000 entries – an increase of 298% from the previous year’s giveaway. In addition, 89% of entrants opted-in for the Ludington Area CVB e-newsletter and the 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.