Client: Visit Sandy Springs, GA

Product/Strategy Highlight:

Utilize ‘Well Played’ videos with a strategic digital only distribution strategy focusing in on ONLY Tier 2 geographies who have previously never been targeted by Visit Sandy Springs. The target market was identified by reviewing Google Analytics to find metros that had high engagement, but low site traffic. The users coming to the site from the tier 2 markets tended to go to more quality pages of an interested traveler.

Product Mix:

YouTube Video, CTV, TVE, Pre-Roll, Geofence (App only) Video, Native Click-out Video, Social

Descriptive Overview:

Visit Sandy Springs had worked with a creative agency to create really unique videos that showcase the town to travelers. The videos not only showcase the growth of the city, but the livelihood of the outdoor and nightlife activities. As our partnership developed, we found that there had not been a solid distribution strategy for the videos. We brainstormed different ideas, and came together on a strategic idea to reach new markets.

Objective/Strategic Goals:

  • Increase site traffic from 3 tier 2 target markets
  • Increase engagement from 3 tier 2 target markets
  • Effectively track and measure success of targeting new markets through delivery and Google Analytics

 Results

During the 4 month campaign, we delivered the Visit Sandy Springs ‘Well Played’  15s video spots  over 1.2 million times, and generated an average completion rate of 98%. The engaging videos drove nearly 6,000 direct clicks to visitsandysprings.org. The average increase in site engagement for the target markets was over 200%. Raising the session duration from >15s to <1:00. Organic site traffic in each target market also increased at least 30% on average.