Facebook Contest Case Study for Adventure Company

FA C E B O O K C O N T E S T C A S E S T U D Y

T U S K E R T R A I L

G O A L S

• Generate emails from Facebook Contest to be used for lead gen with follow up email marketing

• Increase exposure of Tusker Trail brand to relevant audience

• Position Tusker Trail as innovative leader in the adventure travel category in the social media space

• A Facebook contest was created crowdsourcing people’s votes for Tusker Trail’s next trek

• People can vote and after voting they were encouraged to submit their email address to win a free trek to 1 of 4 destinations

• Shortstack was used as the contest platform.

• Contest lived on Facebook and was integrated on the Tusker website

T O TA L R E S U LT S

• 1,817 unique emails

• 16,174 views to contest

• 4,622 votes

• 353 Facebook likes from the contest

D E S T I N AT I O N R E S U LT S

C O S T

• Trek to Bhutan (internal cost)

• Offer for $1,000 in Mountain Hardware gear after the contest

• Facebook advertising cost $3,286 (include video cost ad for announcing the winner)

• Contest management time

FA C E B O O K A D C A M PA I G N R E S U LT S

• Time period: Sep 12 - Oct 31

• Reach (people): 121,282

• Impressions: 298,255

• Clicks: 12,848

• Unique clicks: 6,773

• CTR: 4.31%

• Unique CTR: 5.56%

• Cost per click: $0.26

• Cost per page engagement: $0.30

• Placement: newsfeed, mobile, right-hand side (very small buy) and external partners

• Best performing ad: Eddie’s video

FA C E B O O K A D E X A M P L E S B E S T P E R F O R M I N G A D S

M A R K E T I N G E F F O R T S

• Contest was posted on the homepage of tusker.com and on all pages

• Email newsletters were sent out to people - past customers and email database

• PR effort

• Display ads were created for search engine marketing

• Organic social media posts on Facebook, Twitter, Google+

• Blog entry

R E G I O N A L P R E F F O R T

• Reached out to industry media and local Reno-Tahoe media.

• about.com Adventure Travel News roundup and The Adventure Travel blog. Both features were retweeted to over 7,000 Twitter followers and share with adventure travel Facebook fans. Blogger decided to join Tusker on their Valor climb.

• National outlets such as outside.com and Travel&Leisure found the contest more promotional than newsworthy.

L O C A L P R E F F O R T

• A few local news outlets and companies were contacted to share the contest with ready to share social updates.The companies below supported the contest with social posts.

• Redemption Sports

• Tahoe Television (Eddie Frank conducted a live TV interview)

W I N N E R

• A winner was selected at random using Random.org from all contest entries and submissions to Tusker Trail.

• Winner was announced with a combined video from the founder and the winner.

L E S S O N S L E A R N E D

• Organic Facebook engagement was fantastic during the contest.

• Facebook’s changes on ad creative contributed to additional efforts once the campaign has started.

• Video advertising and native video seem to work really well for Tusker Trail.

• Have follow up offer and initiate email marketing upon announcing the winner.

C O N TA C T U S T O G E T Y O U R FA C E B O O K C O N T E S T S TA R T E D

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