➔ COUNTY IN IL
➔ This client came to Conduit with the goal to increase overnight stays and tourism to the historic county, a prime destination for shopping, outdoor adventures, and gastronomic experiences
➔ The goal was to increase their website traffic as well as promote their online open houses.
➔ One of the challenges this client faced internally was they were not able to get their tourism message outside of their immediate market. They wanted to target neighboring states, but were unsure how to narrow their efforts on such a large target.
➔ While it may not appear to be a challenge, determining how to measure geo-conversions as the primary goal was of concern given the multi-state targeting. This would mean needing to use hundreds of geo-fences and potentially spreading the budget too thin.
➔ Given the challenges of this client, we determined the best course of action was to break out the states into their own campaigns. This allowed us to take a more targeted approach and optimize towards the most engaged locations. In doing so, we were able to implement fewer and larger geo-fences encompassing high-traffic downtown areas rather than many and singular locations.
➔ The unique geo-fencing strategy saw users were 380% more likely to visit the county than those who did not. More impressively, we saw the highest engagement from Minnesota and Iowa, generating a huge boost in out of state tourism!
➔ Since the campaigns spanned the course of seven months, we were able to cater our targeting based on seasonality. This continued to grow and expand the campaigns, as we averaged around a 53% increase in conversions month over month.
➔ The success in Display is what motivated the client to include Pre-Roll in their awareness efforts. While the Pre-Roll campaigns were smaller in budget, they produced big results with a 71% video completion rate!
