SUCCESS STORY
Market
Vertical
New Fans In 3 Months
The commitment
Users Reached On Youtube
GALICIA AS A TOURIST DESTINATION
Galician Tourism seeks to promote Galicia as a tourist destination, to arouse interest and attract visitors by promoting the natural, gastronomic and cultural resources of the Galician community; increasing visibility and expanding the Galicia’s reputation as a tourist destination. To this end, from Elogia, we propose a modernization of networks in their communication adjusted to the new digital era that the travel sector is experiencing through: The creation of a own editorial line with branding of images and videos in addition to its own and close tone (without leaving the formality that an institution requires) and the a User attention instant, personal and direct.
We also decided to take advantage The new scenario of video consumption through smartphones and viralization on networks as a strength in the strategy approach.
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KNOWING HOW TO ADAPT TO THE NEW TRAVELER
More and more travelers use their mobile devices to explore, research and make travel-related purchases, it is estimated that by 2020, 90% of all Internet traffic will be videos. Taking into account these two aspects of the current market, it was decided to strengthen the video strategy with Youtube to reach the brand recall goal Among consumers, this strategy had a search campaign of reinforcement with which to close brand searches and terms directly related to the campaign content, and a programmatic part focusing on the target audience.
The success of the media campaign was based on a exhaustive planning with a high segmentation detail and the application of new tools on YouTube such as Brand Lift Survey, which allowed us to control the overlapping of brand impacts and increase recall of the same. To boost the notoriety part, the use of formats was chosen awareness.
RESULTS IN RECORD TIME
He 80% of impacts were achieved on mobile devices , a device that represents the best way to reach travel consumers (according to a 2016 Ipsos study for Google) with a little overlap (1.62%), segmenting the market and impacting the user only on their preferred medium.
In this way, it was achieved extend the Reach as much as possible in the most efficient way. The memory of the users who have seen the ad remember it a 27% more than the average . Users who have seen the ad say they are considering a visit to Galicia as the next tourist destination 13% more than before seeing the ad .
INCREASE IN AD RECALL
INCREASE IN CONSIDERATION OF GALICIA AS A DESTINATION
Users Reached On Youtube
