Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
When most people think of Louisiana, Mardi Gras, New Orleans, Baton Rouge and Cajun food are probably the first things that come to mind. But we know that today’s travelers are looking to go beyond the “known.”
Our team set out to take travelers off the beaten path and encourage deeper exploration into unexpected and in many cases, unknown places throughout the state. And so was born the Choose Your Louisiana Adventure Interactive Video Series.
Netflix may have paved the way with interactive video, but we wanted to harness this trend in an only-in-Louisiana way: We developed technology that users can literally pick and choose their own path, rather than being fed static trip choices that may or may not appeal to them.
We selected two influencers from each of Louisiana’s five regions. We considered their location within the state, their social media following and their on-screen presence. The final pool was diverse mix that offered unique perspectives on what makes the state so incredible.
Next, we selected unique locations, activities and businesses that were visitor-friendly but had not been featured in past marketing campaigns. Then we enlisted our talented development team to build the custom video player.
The campaign went live on the website with a video portal page featuring five regional videos, each with six activity choices. Custom articles accompany each video so that users can read more about the experiences they just saw and be led further down the trip-planning funnel.
We focused our promotion efforts on organic website traffic and social promotions from Facebook, YouTube and Google Posts. Within the website, we placed strategic calls to action and used personalization tools to create fly-in promos shown to users who hadn’t yet visited the portal page. Since the videos were housed in custom players on our website, we created :30 second videos promoting the interactive videos series further driving people from YouTube, Facebook and Google posts.
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 Choose Your Louisiana Adventure video series brought previously unexplored areas of the state to life and introduced potential visitors to a wider range of activities the state has to offer. By curating these off-the-beaten path and lesser-known activities and layering them with interesting and engaging technology, we not only promoted travel to different areas but gave travelers unexpected and unusual trip ideas to truly make their trips memorable and unique.
Results show that travelers truly do want to explore beyond the known.
Video Portal Engagements:
• Organic traffic visits to the portal: 30,211 visits and counting
• Videos were watched 15,747 times and counting
o 16% of viewers further researched trip ideas by clicking on related content display at the end of the video experience
Onsite Promotions with Personalized Messaging:
Personalized fly-in messages were served to users who had not already visited the Choose Your Louisiana Adventure Portal within LouisianaTravel.com.
• The first 6 months of fly-in campaign delivered 362K impressions and 7,321 clicks to the video portal
Facebook, YouTube and Google Posts:
• YouTube the video teasers = 474,850 views
• Facebook = 86,270 views = 22,095 minutes of view time
o Engagements = 3,132* includes comments and shares
• Google Posts = 3 posts received 380,773, with an average engagement of 3.2% traffic referring back to Choose Your Adventure Portal
Entry Title
Louisiana Travel – Choose Your Louisiana Adventure Video Series
Division
Digital Marketing - Multimedia (Video, Flash, Animation) Series