elevate the Outer Banks as a year-round destination to new fans and repeat visitation with existing fans. extend the engagement they were seeing on their existing that indicate intent to visit
females in their mid-20's to mid-60's, with families, and located on the east coast of the United States. Research identified this group are typically researching and booking vacations for their families and friends. The focus on specific geo-locations was important as we knew that most of their visitors within driving distance to the Outer Banks.
outlined our objectives, targeting, placements, ad units, optimizations and success KPIs.
identify select states to geo-target our content. W honed in on specific DMA's that were top performing locations
Ad units & Placements
User-generated content (UGC) has been top performing across the Outer Banks social channels. Given this insight, we paired UGC with conversion focused calls-to-action to download the free travel guide and sign-up for the newsletter.
Optimizations & Success KPIs
Paid media content was optimized daily based on the post objective, top performing targets and creative performance. Budget was reallocated based on the best performing targets to increase efficiency.
In 2017, we generated a:
intent to visit actions Y-o-Y
200 ad sets with varying targets and creative to maximize efficiency.
as much as they did in 2016. Implementing the Facebook pixel and switching goal from traffic driving to website conversion increased conversions 120% over the previous year. The experiential Facebook Canvas Ad successfully drove awareness of the Outer Banks during the spring
allowed us to make