Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
This project aims to answer a key question: Grand County, Colorado covers nearly two thousand square miles, how can we thoroughly and accurately represent the broad and diverse experiences with limited resources? Utilizing user-generated content, Grand County encouraged visitors and locals to share how they "Go Grand." We curated photos and videos to feature in short- and long-form videos to amplify on our website, as well as social and digital media outlets to broaden awareness and enhance engagement. Promotional channels for the integrated marketing campaign included Facebook, Instagram, YouTube, TripAdvisor, Sojern and The approach to showcase real photos from real visitors helps achieve 3 objectives: 1. Authentic Storytelling: The thrill of a snowmobile across a snowy meadow, reaching a mountain summit with your four-legged hiking buddy, sipping a local brew on a deck overlooking an alpine lake; nobody can capture these personal experiences better than a traveler in the moment. Rather than tell audiences what to do, incorporating UCG in all elements of marketing allows us to show how Grand the area is. 2. Engage with Travelers: Shifting from one-way marketing, to a two-way conversation with customers is a big advantage of incorporating photos and visitors from actual visitors. We can proactively reach out to feature great content, in addition to listening to the activities and attractions that appeal most to travelers. 3. Increase Multimedia Assets: Prior to beginning this project, the Grand County Colorado Tourism Board had a limited photo and video gallery. This project will enabled us to gather new assets at a lower cost than a traditional photo or video production.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The UGC Amplification campaign was successful in the top three objectives, which were to show the diverse visitor experiences with authentic storytelling, increase engagement with those visitors, and the add multimedia assets to our portfolio. The images and videos from our Grand County travelers show and impressive story… Here’s how we quantify it: • 224 photos added to website galleries • 76,000 views of photos in Grand County’s website galleries • 7 new digital videos (summer fun, four-legged friends, scenic views, action/adventure, fall colors, winter wonderland, GO GRAND hero video) • 18,316 landing page views • 1:41 avg time on page for the new UGC video gallery web page • 20,738 ThruPlays on the social media videos since May • $56:1 Return on ad spend for Sojern campaign featuring UGC Banner Ads As 2020 developed into a year like nothing experienced before, we were challenged to adapt messaging to appeal to travel trends and safety requirements that we could never have predicted. Fortunately, Grand County offers the types of rural areas and wide-open wilderness that pandemic travelers were seeking. Leveraging timely UGC enabled nimble reactions to support a “Future is Grand” campaign that leaned more toward inspiration during lockdown phases and could adjust as needed. With the success of this program, we plan to continue and expand the integration of user-generated images and videos into organic and paid promotional strategies in 2021 and beyond.
Entry Title
User-generated Video Content and Social & Digital Amplification Campaign
Digital Marketing - Multimedia (Video, Flash, Animation) Series
Digital Marketing
Entry Award: