Facebook Contest Case Study

FACEBOOK CONTEST Case Study Period: May 1, 2014 - May 21, 2014

Date: 5.22.2014

Created by: Sergey Gusarov Digital Marketing Manager Eau Palm Beach Resort & Spa 100 South Ocean Blvd. Manalapan, FL. 33462 Phone +1 561.540.4946 linkedin.com/in/svgusarov

WWW.EAUPALMBEACH.COM

CONTENTS

1. GENERAL INFORMATION 2. TARGETING CRITERIA 3. PERFORMANCE AND COVERAGE


GENERAL INFORMATION

About The Company:

Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive Five-Diamond

Luxury Resort located directly on the Atlantic Coast of Florida.

Sitting on seven acres of oceanfront beach, the property boasts 309 elegant guestrooms

and suites all with over-sized balconies or terraces. The award winning Eau Spa is 42,000

sq.ft. of pure indulgence. Other resort amenities include four distinct restaurants and

lounges, tennis courts, ocean cabanas and aquatic sports desk.


Objectives:

As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential

clientele in order to:

generate brand awareness and engage fans,

support their efforts in print media,

create multiple touch points with the brand.

The company chose Facebook as the most cost effective delivery platform, utilizing the

network’s huge popularity and advanced advertising capabilities.

Period: May 1, 2014 – May 21, 2014

The main goal of the campaign was to make users spread

the message by posting comments and sharing the contest

post thus producing higher acceptance of the brand.


Campaign Mechanics: The company launched a Facebook “Beat this caption” contest asking fans to post comments on a photo with the contest caption. The photo and the message were created to reflect the resort’s philosophy of “New Fashioned Luxury” and the vision of “Effortless Living”

The campaign was promoted on Facebook and across other major social networks such as Twitter and Google+. After two weeks, 10 most creative and inspiring entries were collected and resubmitted as an album on Facebook again. The winner was determined based on the number of likes and shares each entry received.


TARGETING

The campaign was aimed at affluent consumers living in the SE Florida area.

Gender: Women

Age: 35-55 year old

Family status: Married

Location: South East Florida, US

Household Annual Income: $125.000 +

In order to reach the targeted audience on Facebook the marketing team employed

several tactics utilizing various targeting criteria.

1. Used Custom Audience functionality to engage existing and former clients.

2. Researched and added filters based on Interests.

3. Reached out to FB connections of the existing fans.


PERFORMANCE AND COVERAGE

In just three weeks, the campaign produced exceptional results reaching more than

21,000 people and producing more than a thousand engagements with the engagement

rate in excess of 5 percent.

In fact, the competition got so close that two prizes instead of one were awarded.

Winning Entries:

Both winning entries generated close to 150 engagements,

including likes, shares, and comments.


21,152 People Reached

1,126 Engagements

Likes 738

Comments: 276

Shares: 112

Engagement rate: 5,32%

Cost per Engagement: $ 0.16

Organic Campaign Reach / Existing # of Fans: 6.69 : 1

Cost per 1,000 people reached: $ 7.62

With total number of people reached in excess of 21 K,

the campaign’s reach was almost 7 times as much as

the number of the page fans.