We used a multi-channel paid social media strategy to target each platform’s specific audiences. Pinterest encapsulated the ‘foodie’ audience, while Facebook and Instagram’s goal was to drive the large travel audience to their site. Both platforms included look-a-like and retargeting segments to reach engaged users. Success was based on key website actions such as landing page views and post engagement.
This multifaceted strategy provided strong results. The Instagram and Facebook campaign achieved a CPLPV of $0.67 that came in well below our benchmark of $1.83. In addition, we also saw a 2.47% CTR, well above the 0.90% benchmark. The Pinterest campaign, despite having a smaller percentage of the budget, generated nearly 1.7MM impressions with a post engagement rate of 1.27% including 1,365 pin saves.
- Well-curated and professional creative catches eyes. This pushed our audience down the funnel quicker than most – generating 126 Tour Guide Downloads.
- By partnering with an authentic, trusted figure such as a local chef or celebrity, travel brands can boost their image and drive audience engagement.
- Using “how-to” style Pinterest posts have a higher likelihood of being saved. This ultimately drives site traffic and brand awareness.