Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The “12 Days of Holiday Giveaways” campaign was designed with a dual focus: to significantly increase e-newsletter subscriptions and to spotlight local Irving partners. We achieved this by leveraging a series of daily giveaways, which included enticing prizes such as hotel stays, dining certificates, holiday show tickets, and more. Each giveaway was strategically crafted to drive subscriptions to Visit Irving’s e-newsletter, thereby enhancing visibility for both the campaign and its partners.
Primary Objectives:
• Increase E-Newsletter Sign-Ups: The campaign successfully incentivized participation through daily giveaways, significantly boosting the number of new subscribers to Visit Irving’s e-newsletter.
• Enhance Partner Visibility: By featuring local Irving partners prominently in each giveaway, the campaign provided valuable exposure and promotional opportunities for these businesses.
Secondary Objectives:
• Boost Email Engagement: We aimed to improve email open rates by delivering captivating content daily, thus fostering greater engagement with our e-newsletter subscribers.
• Drive Web Traffic: The campaign effectively directed traffic to the “12 Days of Holiday Giveaways” landing page and associated partner-specific subpages, increasing visibility and interaction.
• Elevate Social Media Engagement: Through targeted paid social campaigns and dynamic ads, we enhanced our social media reach and conversion rates, attracting and engaging new subscribers.
• Generate Partner Referrals: By encouraging participants to explore partner listings and promotions, the campaign fostered valuable referrals and increased conversions for our partners.
Geographic Reach:
The campaign strategically targeted various regions, including cities in Texas, Oklahoma, and Louisiana, with a focus on holiday-themed promotions and activities designed to attract visitors to Irving.
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 "12 Days of Holiday Giveaways" campaign achieved outstanding results across key performance indicators (KPIs), reflecting its success in meeting and exceeding its goals:
• E-Newsletter Sign-Ups: The campaign generated 967 new subscribers, significantly expanding our mailing list and fulfilling a primary campaign objective.
• Form Submissions: We recorded a total of 1,882 form submissions, establishing a robust 1:2 ratio between submissions and new subscribers, underscoring the campaign’s effectiveness in engaging new leads.
• Email Performance: Throughout the 12 e-newsletters, open rates ranged from 46.7% to 59.8%, with the final email achieving the peak open rate of 59.8% and the highest click-to-open rate of 19.4%. Overall, the campaign maintained a commendable 53.7% open rate and achieved click-through rates (CTR) of up to 23.77% on the initial email.
• Social Engagement: The paid social campaign drove 8,788 clicks at an average cost-per-click (CPC) of $0.27. Facebook emerged as the highest-performing platform, generating 6,613 clicks. Strategic testing indicated that dynamic ads outperformed single-day giveaways, leading to optimized ad strategies for the campaign’s final days.
• Website Engagement: The campaign landing page attracted approximately 15,000 sessions from around 8,000 users, with an impressive engagement rate of 81.5%. Notably, around 12,000 sessions resulted in conversions or prompted significant user actions.
This blend of effective email marketing and social media strategies resulted in exceptional engagement and participation, enhancing Visit Irving’s digital footprint and driving valuable referrals to local partners.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The campaign's return on investment (ROI) was exceptionally well-defined through a series of quantifiable metrics. With a budget of $2,354 allocated to the social media initiative, Visit Irving achieved remarkable results, including a notably low cost-per-click (CPC) of just $0.27. This efficiency translated into a total of 8,788 clicks and over 12,000 engaged sessions on the campaign pages, significantly enhancing visibility for Visit Irving and its partners.
In addition to social media successes, the email marketing component yielded impressive outcomes. The e-newsletter subscriber list grew by 967 new subscribers, laying the groundwork for sustained ROI through an expanded audience for future campaigns. Engagement metrics further underscore the campaign's effectiveness, with a 53.7% open rate and click-through rates (CTRs) reaching up to 23.77%, reflecting strong content alignment with the target audience.
Further, the partner directory experienced a notable increase in traffic, with 93 visitors exploring additional content pages, which aligns with the objective of driving partner referrals. The strategic use of evergreen dynamic ads optimized ad spend efficiency, showcasing the campaign’s adaptability and data-driven decision-making.
Overall, the campaign demonstrated a robust ROI, marked by impressive subscriber growth and enhanced partner engagement, all achieved within a well-managed budget.
Entry Title
12-Days of Holiday Giveaways
Division
Digital - Contest/Sweepstakes