How we helped Town Council reach 30,000 people in a week – targeted social media campaign.
This case study focuses on how our company helped a local town council in South Devon to create a successful video marketing campaign to promote their vibrant tourist town during the winter months by showcasing their programme of events in December 2016.
Video has become the fastest growing form of online media and a unique format when it comes to communicating emotive subjects. Leading social media channels such as Facebook and YouTube are currently all competing for market dominance of online video and this competition has created a myriad of opportunity for the end user. In addition to this the growth of social media, attention spans are greatly diminished and the need for short, carefully crafted visual messages has become increasingly important. Newton Abbot chose video because they wanted a format that clearly showcased the festive activities, and one that people could enjoy, talk about and share with their friends.
The aim of the project was to increase tourist footfall and inspire local residents. Newton Abbot’s town manager Sally Henley has a great passion and enthusiasm for the town and throughout the year her planning ensures there are many events and spectacles for locals and tourists to enjoy. The Christmas season is very well attended and the events span the month of December ranging from choirs, jugglers, bands, outdoor markets and parades. Sally also wanted greater engagement with the Newton Abbot Town Facebook page. BlinkBack delivered the entire project from concept to campaign. It was shot across a number of individual events. There were several consultations and various elements were added while the project was in flow.
The results are brilliant.
We put together a targeted Facebook campaign to promote the video and to ensure it reached the right audience at the right time.
The following targets were identified:
Engaged shoppers in a geographic location + 15 miles
Families with children + 10 miles
People interested in Christmas Markets + 15 miles
The campaign was launched in November 2017 and ran throughout the festive season. The social media campaign was run by Blinkback marketing team and concentrated on targeted Facebook advertising. Ad budgets were split evenly between groups and adjusted accordingly as the campaign proceeded.
Results were as follows:
Final campaign (brand) reach : 26,182
Current views including organic traffic: 31,468
New Page Likes: 159 (+7,850%)
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