The National Park Service is an institution that instills patriotic pride and enriches the health and well being of our nation. However, due to geographical, financial and physical limitations, the National Parks aren't accessible to everyone. Our goal was to make the beauty and awe of the National Parks come alive to everyone because we believe that great things, like travel, adventure and exploration, are ahead of you when your health is ready for them. We partnered with the National Park Service for their Centennial celebration to deliver an immersive and engaging park experience directly to our audience. We would use the beauty of the parks as well as the health benefits of visiting one to inspire engaging conversations and interactions through social media.
Our strategy was to demonstrate how our target, those eligible for Medicare, could start healthy behaviors in the wondrous outdoors of the National Parks, while at the same time inspire them to get and get outside.
We used 360° technology to create 28 snackable videos of National Parks including Yosemite and Joshua Tree and posted them to Facebook and YouTube. These videos allowed our target to explore these awe-inspiring environments right in their newsfeed, which also included helpful health tips hidden within them. From Intersection Rock to Half Dome, our target was fully immersed in our National Parks.
Facebook Canvas ads and geo-targeted carousel ads also enabled our target audience to traverse multiple parks with flick of a finger. This content allowed people to have a deeper level of engagement while encouraging them to find a park nearest them. We also accompanied this content with harder hitting health tips, and park-specific wildlife reports to bring the parks to life within all our social channels.
With captivating content and effective messaging and activation programs, we strengthened the connection between holistic health and the National Parks. We are also generating interactions with our target audience and more engagement.
We're only a third of the way through our campaign, but #FindYourPark is a success that is hitting peaks almost as high as Mt. Rainier. Our followers are answering the call of the outdoors and are making the campaign central to the national conversation about health. Most importantly, we made it easier for our target to get outside and find a park nearest them.
Here's some stats;
