Thursday, August 30, 2018
Tourism Nova Scotia’s 2018 If You Only Knew social media consumer marketing campaign has garnered over 17.5 million impressions so far and is capturing huge engagement rates across Facebook and Instagram.
Facebook videos such as “Nova Scotia’s Best Outdoor Adventure” (above) are reaching engagement rates as high as 58%, or six times greater than our expectations!
The goal of the campaign is to achieve high engagement (video views, link clicks, including website clicks and post clicks, post reactions, comments, and shares). We are ecstatic that results are well exceeding targets. We set the target of a 10% engagement rate for Canada and 9% for Northeastern United States.
The social media campaign is getting lots of engagement in our key markets of Northeastern United States and Ontario, and reaching our target EQ market of Cultural Explorers between the ages 25-65.
Facebook videos such as “Nova Scotia’s Best Outdoor Adventure” are reaching engagement rates as high as 58%, or six times greater than our expectations! Instagram Insta Stories including messaging around our festivals in Halifax, beautiful seacoast, history and culture, and vineyards are achieving engagement rates as high as 16%.
The creative messaging delivers on Tourism Nova Scotia’s marketing strategy by showcasing some of the province’s top attractions, world-class experiences and lesser known aspects, like wineries, to demonstrate ways to fill a Nova Scotia vacation. The ads use content captured through our Inspiring Content Program and World-class Experience EXCELLerator Program.
Top performing videos promoted via Facebook include must-do experiences like LaHave Islands Glamping Adventure with Cape LaHave Adventures and Stellar Beach Feast with White Point Beach Resort.
Following best practices for Facebook, videos are cut to square for easy viewing on mobile, and include text because we know that many people watch videos on Facebook with the sound turned off.
Watch our social channels (Facebook, Twitter and Instagram) for our organic content, and keep sharing to give travellers more reasons to visit Nova Scotia. Our consumer advertising campaign is running in our key markets until October.
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