On Our Radar | November 2019

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

PaducahPaducah 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.

Paducah Ad AudienceClose 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.

Sweepstakes entry Rate

YouTube Livestreaming App & New Facebook Tools

YouTube competing in the livestreaming market

There could soon be a new kid (app) on the block for livestreaming. YouTube is reportedly building an app it calls YouTube Connect to allow users to stream live video from their devices. This would put the app in direct competition with Twitter’s Periscope and Facebook Live. Livestreaming reportedly coming from YouTube Connect

VentureBeat reports Connect will allow users to log in from Google or YouTube to begin livestreaming and come with chat, tagging and newsfeed functionality. Naturally, videos will be viewable on YouTube as well as through the app. While this sounds intriguing there is one point that is sorely lacking from Connect: a lack of integration with Facebook and Twitter making it easy to share live streams on social networks. Lacking this feature could spell trouble for YouTube unless something can be done to allow access.

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Ad Spending on Facebook, Reactions & Hawaii Tourism

Facebook Q4 ad spending soars

Facebook Ad SpendingWhile the overall economy may not have ad a banner quarter Facebook didn’t have any problem selling ads in Q4 – more than doubling over the same time the previous year. The social network reportedly made $5.64 billion off of ads.

Chief Operating Officer Sheryl Sandberg noted that mobile placement buoyed the ad spending and now account for 80% of total ad revenue on Facebook. Facebook has a reported user base of 1.59 billion each month.

Hawaii tourism breaks records

Business is apparently good if you’re in the tourism industry in Hawaii. Tourism to the islands reportedly jumped to 8.6 million people last year. That’s up from 4% over the previous year with consumer spending also rising to a record $15 billion.

The Hawaii Tourism Authority reports a rise in direct flights from its biggest sources of visitors (U.S. mainland, Australia and China) helped lead to the banner year for the Aloha State.

Facebook Reactions coming to U.S.

Facebook users have long asked for different ways to engage with posts besides the iconic “Like” button. The social network seems to finally be listening and has announced six emoji, called Facebook Reactions, would be coming to allow users new ways to interact with content.

The new emoji: angry, sad, wow, haha, yay and love were beta tested in different countries but should be rolling out to the rest of the world in the coming weeks.

Facebook worked with sociologists to carefully select the emotions that would be most appropriate for the content people engage with.

Facebook Reactions


Facebook Advertising Doesn’t have to be Hard

Facebook AdvertisingBy Grant Kenney, TwoSix Digital Senior Digital Strategist

The time to advertise on Facebook is now. The social network has increasingly moved to stifle organic reach and made it difficult for brands and pages to reach fans without spending any money (they are a publicly traded company now, after all). That’s not to say that everyone needs to dump all of their marketing budgets into Facebook advertising (we are still big fans of a well-integrated campaign), but it’s becoming more and more important to use some of the money earmarked for marketing or advertising into the social network.

Despite what you may think, you don’t need to spend millions or even thousands to advertise on Facebook. In fact, it’s never been easier (or less expensive) to get your company, destination or brand message in front of more people than those who like your page. Simply put: Facebook advertising doesn’t have to be hard.

If you’re reading this post you may be wondering exactly how easy it is if you’ve never run an ad on Facebook before. The answer: very easy.

Do I have to spend a lot on Facebook ads to see any results?

No! If you have $5 in your pocket and want to advertise on Facebook you can do it. Granted, that’s just one ad but it’s a great way to get your feet wet and test out Facebook advertising.

If you’re feeling a bit behind or lost about advertising on Facebook the best thing you can do is experiment a little by boosting your posts with small amounts of money. Fortunately, Facebook has made it very easy to not blow a ton of money on an ad – making the entry into advertising on the platform very affordable.

Facebook advertising sounds really complicated…but it doesn’t have to be

Facebook advertising is as complicated as you want it to be. The caveat here is that you need to determine what your objective is and then select the ad type that  works for you. For this example we’re going to focus on boosted posts, the easiest kind of ad you can run on Facebook.

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Instagram on Hootsuite and Google Hotel Finder

Instagram on Hootsuite and Google Hotel Finder

Welcome to Hootsuite, Instagram!

Social media managers rejoice! Photo-sharing, social media behemoth Instagram is now integrated with Hootsuite. This means Hootsuite users can now schedule those pesky weekend and evening Instagram posts without having to set constant reminders on their phones and alarm clocks.

Hootsuite users will also be able to interact and engage with their audience while also being able to schedule and simultaneously push out Instagram posts onto other platforms, like Facebook and Twitter. You can check out the short video on the integration below.

Google Quietly Launches Hotel Finder

Google Hotel FinderSearch giant, Google, may be setting its sights on the travel industry. Google recently (very quietly) launched a new feature allowing users to book hotel rooms directly through the search engine. Called “Google Hotel Finder,” the tool can use Google Wallet to make the transaction quite easy and quick.

At this time, the options are reportedly a bit limited, which may not result in the best deals for consumers.

Case Study: Tunica "We Got It" Video Campaign

Tunica "We Got It" Client:
Tunica CVB
The Scope:

The Tunica Convention and Visitors Bureau in Tunica, Mississippi conducted a direct digital media buy to highlight their Tunica “We Got It” destination promotional video. TwoSix Digital was assigned the goals for the video campaign to attract video views and encourage consumers from “high value” zip codes provided by the area casinos to complete a contest registration form with their email address and enter to win a getaway to Tunica.

The Strategy:

TwoSix Digital ran a campaign from May to July, 2015 and utilized multiple techniques to capture consumer interaction while targeting gaming and lifestyle interests of the Tunica visitor. The Tunica “We Got It” campaign included:

  • 53 highly targeted social and digital ads
    -27 YouTube ads
    -15 Facebook ads
    -11 Twitter ads
  • Leveraging of Lookalike Audiences in Facebook Ad targeting
    -Lookalike of Tunica Facebook page
    -Lookalike of people visiting
    -Lookalike of people who had already entered the giveaway
The Results:
The campaign accomplished its goals and returned the following KPI’s:
    • More than 9 million ad impressions from 9 DMA’s
    • More than 1.2 million video views for videos
    • Social video advertising at $.03 per view
    • More than 20K total contest entries and14,218 new email opt-ins for the newsletter, 22% of those opt-ins came from high-value loyalty zip codes provided by the area casino players clubs

The Tunica “We Got It” video campaign was awarded Social Media Campaign of the Year at the 2015 Mississippi Governor’s Conference and showcased the expertise of TwoSix Digital in the development and execution of a destination marketing ad strategy.

Case Study: Visit Lake County Summer Tourism Promotion

Visit Lake County IllinoisClient:

Visit Lake County

The Scope:

The Lake County, Illinois CVB requested TwoSix Digital help with their summer tourism promotion with the goals of promoting Six Flags Great America theme park and KeyLime Cove indoor water park, get consumers to opt-in to the Lake County e-newsletter while also driving traffic back to the CVB’s website.

The Strategy:

TwoSix Digital designed a giveaway within the Woobox platform that allowed people to enter while also providing an opt-in button for those interested in the Lake County e-newsletter. To bolster entries and awareness, TwoSix Digital set up and ran a highly-targeted ad campaign using a number of techniques and tools, including Lookalike audiences of the Visit Lake County Facebook page, previous year’s entrants and e-newsletter list. Visitors to key blog posts were also retargeted with ads through a tracking pixel and Lookalike audience.

Visit Lake County Summer Promotion Ads

The Results:

Lake County Summer Promotion EntriesOf the 6,932 entries 84% opted-in for the e-newsletter. The “Deals and Specials” landing page entrants were directed to after entering the promotion obtained more than 1,800 sessions as a direct result of promotion. The campaign social media ads click-through rate averaged 3.5% which, according to a report for Q2 2015, is more than 11 times the global average of .3%.

Furthermore, by mapping the zip codes of entrants the map to the right was created, clearly showing a strong presence of entries within the Indiana, Illinois, Ohio, Wisconsin and Michigan states we set out to target.

The Visit Lake County summer tourism promotion campaign is a great example of TwoSix Digital’s ability to strategically target the right people through its ads with the right messaging to drive results.