visitscotland year of creative 2012

Year of Creative – Photo CompetitionNovember 2012 by Simone Kurtzke, Social Media Manager

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•Objectives + Targets

•Strategy

•Results

•Campaign examples

YoC Photo Competition

Contents

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Objectives:

1.Generate a stock of images for VisitScotland to use on

its social media channels

2.Raise awareness of the Year of Creative Scotland 2012

3.Generate database acquisitions

Targets:

•No. of photos submitted (target 1,500)

YoC Photo Competition

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Strategy: “natively social” – consumer-led

execution

•Easy participation, built-in sharing

•User-centric – make people part of campaign

•Small paid media buy to support organic social activity

YoC Photo Competition

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Results:

•1,200% above target (18.5k images submitted)

•£1.5m worth of images generated (1.5k high-quality

images)

•CPA £4.36 (2,077 database acquisitions)

•93k web visits (over a quarter (25k) organic Facebook

referrals)

•CIPR Pride Award nomination for ‘Best Use of Social

Media’

YoC Photo Competition

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Campaign examples:

YoC Photo Competition

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Campaign examples:

YoC Photo Competition

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Campaign examples:

YoC Photo Competition

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YoC Photo Competition

Questions?