facebook promotion case study
TRANSCRIPT
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FACEBOOK PROMOTION Case Study Period: August 5, 2014 - September 1, 2014
Date: 9.12.2014
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
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WWW.EAUPALMBEACH.COM
CONTENTS
1. GENERAL INFORMATION 2. TARGETING CRITERIA 3. PERFORMANCE AND COVERAGE
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WWW.EAUPALMBEACH.COM
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.
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WWW.EAUPALMBEACH.COM
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 reach out and engage
Facebook users as well as to entice them to post comments
and share the post across their networks.
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WWW.EAUPALMBEACH.COM
Campaign Mechanics: The company made and promoted a post on Facebook with a special offer for local
residents who already stayed at the hotel or lived in the area and visited the website.
EAU PALM BEACH LOVES LOCALS!
Offering Florida Residents Rates From Just $189 PER NIGHT!
Click for more ->> http://buff.ly/1rx0r13
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WWW.EAUPALMBEACH.COM
TARGETING
The campaign was aimed at affluent consumers living in the SE Florida area.
1. Previous clients from a custom built Facebook Audience
2. Friends of the company’s page followers within 50 mile distance
3. Website visitors retargeted on Facebook
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WWW.EAUPALMBEACH.COM
PERFORMANCE AND COVERAGE
The campaign produced outstanding results reaching more than
11,000 Facebook users and producing almost a thousand
engagements.
Total Impressions: 38,521
Average CTR: 3,09 %
Average CPC: $ 0.36
11,356 People Reached
978 Engagements