Outstanding Social Media Campaign

In just two months, 757,919,654 Facebook impressions generated 360,670 clicks (a CTR of .05 percent). Of those impressions, almost 25 percent were “social impressions” generated on the walls of our fans. Proving that the strategy worked, almost 45 percent of all clicks were “social clicks” from the walls of our fans. The launch of our Facebook campaign grew our fan base over 800 percent, from 22,000 to more than 240,000 for a minimal cost of -$1 per follower (fast forward a month later to today, and we stand at 766,000+ followers, thanks to this first Facebook-focused push).

Our Core audience shared their passion and knowledge, and a new legion of Vegas visitors got the opportunity to get specific recommendations on a trip to Las Vegas. Adding 3,000 followers a day, the campaign exceeded expectations and helped make Las Vegas the No. 1 global destination (by total fans), up from a sub-400 ranking (source: socialbakers.com).

Finally, our ultimate goal was met as this Facebook campaign combined with our other marketing efforts during the same timeframe helped fuel a 4.8 percent visitation growth over YA (that’s an additional 300,000 visitors we influenced to visit within this 45 day campaign window!), with an increase of average daily room rate +9.1 percent over last year.

Net-net, our Facebook mission was accomplished with finding travelers interested in “How To” Las Vegas!

Contributors:

VP Media & Digital Activation:	Fletcher Whitwell
VP Digital Strategy & Development:	Matt Mason
Executive Creative Director:	Arnie DiGeorge
Director Digital Project Management:	Ayshia Gibb
Group Account Directors:	Kim Downing/Joe Martin
Corporate Director Media & Digital Activation:	Jeremy Thompson

R&R PARTNERS

Location: USA