visitscotland year of creative 2012
DESCRIPTION
Simone Kurtzke's presentation on VisitScotland's social media success at WTM Social Travel marketTRANSCRIPT
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?