CONTENT & PAID MEDIA STRATEGY – DRIVING AWARENESS & VISITATION
CHALLENGE
With a new website and regional attraction in the form of the Dubbo Visitors Experience the challenge was to raise awareness and drive ticket sales with a firm focus on maximising a lean budget and ROI for this not for profit.
SOLUTION
A digital-first content and paid media strategy with robust tracking and targeting was developed, harnessing the power social (Facebook, Instagram) and search (Google Ad Words).
Using focused 70:30 budget split and expert audience set development across interests, geography, lookalikes and more, we drive tangible results. Underpinning this, we managed creative asset development to support kick-off and produced a content playbook to provide a practical guide for staff when building future assets.
A continuous improvement approach was used to optimise paid media and creative engagement over a five month period.
RESULTS
– 774K total social reach, driving 54K+ ad clicks to site and generate 4.6K+ post engagements and 1.1M video plays
– 1.7% CTR, far exceeding benchmark of 1%
– $0.42 CPC, smashing KPI of $1
– Sales exceeded daily limits into the Visitor Experience and created a ground swell of long term visitors.
