Following hugely successful social media activity in 2014, Catalunya once again partnered with Digital Visitor in 2015 to increase awareness of the region’s gastronomic heritage, natural reserves and activities, beaches; the perfect destination for both a family holiday and city break.
Key performance indicators for our activity throughout 2015 centred primarily around increasing Catalunya’s engagement rates on social media, and leveraging this to generate targeted leads and connect directly with a wider audience.
“…it was this strategic approach that drove an increase in the number of monthly engaged users by 173% and a total reach of 1,945,412 individuals.”
Targeting sustained improvement of Catalunya’s social media engagement, throughout 2015 our delivery team continued management of the Catalunya Experience UK & Ireland Facebook page to deliver a consistent brand message.
Following brand guidelines we tested various content themes, optimising for maximum engagement. And it was this strategic approach that drove an increase in the number of monthly engaged users by 173% and a total reach of 1,945,412 individuals.
Supporting our strategic channel management was a series of four targeted Facebook campaigns, designed to capture qualified leads for Catalunya’s ongoing marketing communications.
Centred around four distinct themes (Spanish Grand Prix, Moto GP, Costa Brava and cycling) these campaigns drove users further into the travel planning process, capturing a total of 6,519 qualified email addresses.
Leveraging the buzz surrounding one of Spain’s most popular sporting events of the year, our first campaign offered entrants the chance to win two tickets (and flights) to the Formula 1 Spanish Grand Prix.
Successful in capturing the attention of nearly 400,000 Facebook users, this campaign proved to be our most successful, alone delivering 3,877 email addresses at an opt-in rate of 81%.
To bolster the viral success of our campaigns, our ads team curated a series of optimised Facebook advertising campaigns to help drive engagement and likes to Catalunya’s Facebook page.
Successful in reaching 1,575,497 individuals, our advertising was responsible for 32,369 post interactions and 19,546 new likes, almost all from Catalunya’s target demographic.