PAID SOCIAL CAMPAIGNS
CASE STUDY:
$1M IN REVENUE; 1,000:1 ROI
Objective: My client, JW Marriott Starr Pass had the objective of wanting to drive occupancy during the hotel's slow periods.
Approach: I implemented Flash Sales as a strategy to increase room night bookings during need periods, focusing on optimizing ad placements and utilizing mobile-only ad placements to effectively target potential customers.
Results: Through the implementation of Flash Sales, a total of 6,359 room nights were booked, generating a significant revenue of $1,009,173 for the year.
Return on Investment: The Flash Sales approach showcased an impressive 1,000:1 ROI, demonstrating its effectiveness as a revenue-driving tactic.
Conclusion: The collaboration with JW Marriott Tucson Starr Pass Resort & Spa to implement Flash Sales successfully drove substantial room night bookings and generated impressive revenue. The project's outstanding Return on Investment highlights the efficacy of Flash Sales as an impactful strategy for boosting revenue during need periods.
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INSTANT EXPERIENCE QUIZ:
$48K IN REVENUE; 23:1 ROI
Background: Salishan Coastal Lodge aimed to boost consideration and occupancy post-pandemic. I worked with the property & developed the idea to create an immersive advertising campaign targeting various traveler segments.
Strategy: A custom quiz was designed to highlight the diverse experiences offered. The quiz utilized the Instant Experience ad format, incorporating high-quality video, imagery, and interactive elements to create an engaging narrative. Upon completing the quiz, users received personalized travel recommendations and were seamlessly guided towards a booking link for convenient conversion.
Results:
30% of users completed the quiz, indicating high engagement.
The campaign generated $48,000 in revenue.
The ROAS was 23:1, showcasing the campaign's cost-effectiveness.
A total of 116 unique bookings were made as a result of the campaign.
The campaign successfully drove 838 clicks to the website, further increasing brand exposure and potential conversions.
Conclusion: The high completion rate of the quiz, significant revenue generated, strong ROAS, and increased bookings demonstrate the success of the campaign in promoting Salishan Coastal Lodge and its unique offerings to potential travelers.
LOCAL AWARENESS CAMPAIGN
600K+ LOCALS REACHED IN 15 DAYS
Objective: As Retail Marketing Director, I identified a gap in the digital/social marketing strategy, which primarily focused on e-commerce rather than local store promotion. To increase local awareness and drive foot traffic, I initiated targeted Local Paid Social campaigns for individual stores.
Approach: I launched awareness campaigns for four priority stores, tailored to engage potential customers in the surrounding areas. The diverse ad content ranged from general store differentiators to specific promotions on food delivery and product sales, utilizing platforms such as In-Feed, Reels, and Stories.
Results: The campaigns significantly expanded our reach and engagement, achieving: 617K people reached, 970K impressions, 1.5K link clicks, 47K video plays (minimum of 3 seconds), 2.9K total clicks, with 2.7K unique link clicks
Conclusion: The strategic focus on localized social media advertising successfully bolstered the visibility and in-store traffic for the targeted locations, demonstrating the value of aligning digital marketing efforts with local retail objectives.
Objective: The objective of the Sheraton Waikiki Group Leads Ads project was to drive group bookings for events and weddings at the hotel.
Approach: A meta lead generation ad campaign was launched, utilizing targeted digital advertising platforms and techniques.
Results: Over a period of 3 months, the lead generation ads generated 158 qualified leads, reached over 75,000 people, and drove over 200,000 impressions.
Impact: The project significantly increased the hotel's potential for group bookings, with a substantial number of qualified leads generated. The campaign also enhanced brand visibility and recognition within the target market.
Conclusion: The Sheraton Waikiki Group Leads Ads project successfully utilized a strategic lead generation campaign to drive group bookings, resulting in a notable increase in qualified leads and brand exposure for the hotel.
LEAD GEN CAMPAIGN:
150+ LEADS IN 3 MO
ROOM BOOKINGS CAMPAIGN:
$48K IN REVNUE; 3:1 ROI
Objective: The project aimed to encourage people to book stays during the COVID-19 pandemic, a challenging period for the travel industry.
Tactic: The project utilized a combination of leveraging midweek stays, new property offers & private, standalone cottages the property offers. The Strategic targeting and a variety of ad formats were employed to effectively reach the target audience.
Results: In just one month (August 2020), the campaign achieved remarkable outcomes. The ads had a minimal spending of only $150.05 but successfully drove 21 room nights booked, which translated into the impressive revenue of $48,160.80 for the hotel. The campaign showcased an exceptional 3:1 or 300% ROAS, highlighting the campaign's effectiveness.
Conclusion: This campaign efficiently utilized a combination of midweek stays, existing package offers, strategic targeting, and diverse ad formats. Despite the challenging circumstances of the travel industry during the COVID-19 pandemic, the project achieved significant results. The campaign's success in generating substantial revenue with a minimal ad spend emphasizes its effectiveness in encouraging bookings during a difficult time.
BRAND LAUNCH
400K PEOPLE REACHED; 200K ENGAGEMENTS
Goal: Launch HON Basyx, a new furniture brand under HON Furniture Company, on social media to elevate brand awareness.
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Approach: I spearheaded the launch of HON Basyx across Facebook and Instagram. We conducted a content shoot to enhance our asset library, allowing us to revamp existing materials and optimize them for engagement. I leveraged boosted, shoppable posts to captivate and educate a new audience, supplementing these efforts with custom, branded videos showcasing their top-selling products. We also launched an Instagram Giveaway.
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Results: Over the course of five months, our ads successfully reached over 400,000 people and generated 660,000 impressions. The campaigns were highly engaging, accumulating more than 225,000 engagements at an incredibly efficient average CPE of 0.07¢.
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Conclusion: The strategic launch of HON Basyx on social media platforms not only increased brand visibility but also established a solid foundation for the brand in the digital marketplace. The targeted use of custom content and shoppable posts effectively introduced the brand to a new audience, achieving outstanding engagement and laying the groundwork for sustained growth and success in the furniture industry.
WEBSITE TRAFFIC CAMPAIGN:
11K NEW WEBSITE VISITORS
Objective: SoMad, a Manhattan art gallery, launched Activation TV, a digital series featuring Black, LGBTQ+ artists and leaders. The goal was to build an engaged audience.
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Approach: A targeted campaign was designed with impactful ads conveying the program's message and movement.
Results: The SoMad Activation TV Campaign achieved:
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10x increase in website traffic in 2 weeks
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Over 11K new website visitors to the landing page
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$0.33 CPC (5x better than industry average)
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700K impressions in 3 months
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14x month-over-month increase in video ad impressions
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Conclusion: The SoMad Activation TV Campaign successfully built an engaged audience, driving website traffic, impressions, and new visitors. The targeted approach and impactful ads effectively conveyed the program's message and attracted the target audience.