VisitEngland ‘England’s Hall of Fame’ Paid Social Case Study
Paid reach of 1.2million
Our paid social brief for ‘England’s Hall of Fame’ – our award winning social media campaign for VisitEngland – was to generate maximum reach and drive traffic to the campaign microsite.
The challenge was to increase engagement around VisitEngland’s social content - effectively the best of English tourism –with a public sector budget.
We focused on cost-effective social ads to drive awareness in a qualified audience that was most likely to engage with the campaign.
Segmentation included specific age groups with interests including English sports, historic locations and tourism attractions. Rather than serving one generic message to everyone, we made ads relevant to the right people.
‘Like’ ads on Facebook drove the target audience to engage with VisitEngland, while promoted posts drove traffic to the microsite.
Promoting tweets and the VisitEngland account gained high exposure for the brand at a lower cost than traditional media.
Engagement with these ads was vital to the success of the campaign because the user-generated Hall of Fame relied on entries submitted by the public.
As the campaign reached its second phase, ads driving people to the microsite featuring the Call To Action (CTA) to vote for their favourite entries.
These ads were targeted at custom audience groups, reaching people who had submitted entries or previously viewed the microsite.
We delivered a paid reach of 1.2million, as part of an overall reach of 6 million people.
VisitEngland gained 10,000 new followers on Twitter and over 20,000 Facebook Page likes.
Over 600,000 people engaged with our social ads, at an average Cost Per Click (CPC) significantly lower than the industry average.
The Opportunity To See (OTS) for England’s Hall of Fame reached over 200 million worldwide.