16 Apr Ignite Social Media + Visit the Outer Banks = Winning Work
We’re proud to announce that alongside our client, Visit the Outer Banks of North Carolina (Outer Banks) we’ve won the Shorty Award in the Large Media Buying Strategy category. The Shorty awards recognize the most influential, popular, and culturally relevant brands, organizations, agencies, campaigns and influencers across social media. The Shorty awards are in their 10th year and they continue to be one of the highest honors within the social media space. To view our full winning strategy, click here!
How Our Paid Media Strategy Paid Off
We began our partnership with the Outer Banks when they were in search of a collaborative partner who could drive engagement and increase off-season travel through their social media channels. Working alongside the client we created an overall social and paid media strategy. Our strategies focused on extending content engagement and directing users to a free downloadable travel guide and newsletter sign up page to indicate visitor intent.
On the onset of our paid strategy development, we set out to understand our target audience and their behaviors. With this research we determined that Facebook would be the best channel to focus on conversions and Instagram would focus on engagements. We utilized Facebook Link Posts to drive Travel Guide downloads and e-news sign ups and promoted video, image posts and new ad units like the Canvas ad to drive engagement. After being in the social community for a few months and recognizing the passion it’s visitors had for the area, user generated content became a key component of driving those conversions with focused calls-to-actions.
Our paid team optimized content daily and used several tactics, including the implementation of a Facebook pixel to re-target visitors who visited the Outer Banks website and used that data to create Custom and Lookalike audiences. We also excluded visitors who had been served the “Thank You” page of the Travel guide and E-newsletter to ensure we weren’t targeting the same users.
These paid tactics ultimately lead to the fulfillment of our strategy to increase social awareness, engagements and intent to visit the Outer Banks, year-round. In 2017, we generated a
90% increase in intent to visit actions Y-o-Y
88% increase in engagements Y-o-Y
20% increase in impressions Y-o-Y
We’re proud of these results and enthusiastic to continue our partnership in 2018!