Situation:
The Arizona Office of Tourism (AOT) wanted to grow and expand their social media presence in an effort to reach a larger audience more efficiently. Up until this point, they had relied heavily on traditional media: TV, print, billboards and collateral. AOT’s main objective is to promote travel within Arizona, and they wanted to connect and engage with additional customers in the social space.
Action:
They turned to Facebook to message ads based on local events, promotions and giveaways. They tied their offline and online media together for a consistent message, ending each ad with their Facebook URL. They wanted to create and spread the excitement of these enticing offers and events.
AOT next set out to target specific audience segments based on their location and user behavior. For example, they utilized Facebook’s “Likes and Interests” targeting capabilities.
Since the Chicago Cubs play their spring training games in Tempe, they decided to target those users that followed one of the myriad of Cubs fan pages. They ran promotions that resonated with these fans in the form of winning trips and Cubs tickets to Arizona. This is just one target example; this same strategy can be expanded to more teams and other segments to increase potential audience and success.
Result:
Their landing page received 8x more clicks than their previous paid search campaigns. Of all the traffic from their total campaign, 89% of came from the promotional ads ran on Facebook. They also received a higher than normal conversion rate on requests for visitor guides (27%) and opt-ins to their email newsletter (17%).*
Key Learnings:
- Utilize targeting tools to vastly increase the efficiency and effectiveness of your spend
- Ensure the messaging has a call-to-action and/or resonates strongly with your consumers
- Synergize your campaign between offline, online and social to deliver a consistent message
*http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf
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