Situation
Gain Facebook fans organically and through paid ads, increase engagement, reach, and impressions on the hotel’s page.
Task
Encourage fans to submit their original, San Francisco photo to the “I Left My Heart in San Francisco” Giveaway for a chance to win a 2-night stay in a Bay View Room, two Adult Hop-On-Hop-Off Sightseeing Tour Passes, and breakfast for two adults at the IHOP adjacent to the hotel. In order to be eligible to win, entrants had to “like” the hotel’s Facebook page & submit their original San Francisco photo using the form on the hotel’s Facebook page, on Twitter by tagging the hotel and using the unique hashtag, or by emailing the property.
Action
Target specific social media users via Facebook Ads using a $50.00 budget and Twitter Ads using a $25.00 budget.
Promote the giveaway on the Facebook pages of local area businesses such as San Francisco Ferry Building, Pier 39, Ghirardelli Square, The Exploratorium, and Visit California.
Continual promotion on the hotel’s Facebook page and Twitter Account.
Result
During the promotion the page’s daily total reach increased by 46%, the engaged users by 33%, impressions by 43%, impressions by users 37%, and gained a total of 569 new Facebook fans.
The calculated ROI for the giveaway was 8,489:1, in other words, if one out of every 10,000 people reached book a room at the lowest average daily rate ($269), the campaign’s return on investment would be $8,489 to every $1.00 spent.
On one ad with a $25.00 budget alone gained the page 100 new likes.
