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CopperLeaf Hotel

Marketing

Facebook Campaign

To help grow CopperLeaf Hotel’s Facebook presence, Stellar Blue organized two separate packages that would be given away in contest form. These packages included a one night stay, dinner for two, and a gift certificate to a local spa. In order to enter, users were encouraged to like, comment on and share each of the campaign’s posts. Through strategic advertising campaigns, we were able to reach a heavily targeted audience, which increased the number of post engagements and contest entries. Highlighted below are some of the most significant numbers from the campaign:

  • Total reach: 478,524
  • Total Post Engagements: 14,653
  • Total Ad Spend: $60

About the CopperLeaf Hotel:
“Modeled after small, family owned and operated European hotels, guests will be indulged with personalized service in a warm, inviting, and unique atmosphere. Each of our 73 hotel rooms is designed for comfort and luxury, with furnishings and amenities more reflective of a gracious residence than a hotel.”

Situation Analysis:
With downtown Appleton being the host for a variety of events throughout the summer season, we wanted to tap into an audience consisting of those interested in such attractions. We first chose the Mile of Music Festival, as it attracts more than 50,000 people over a 4 day span. We put together a hotel package that consisted of a one night stay, a restaurant gift card and 2 passes to the event. We then ran a social media contest that encouraged users to engage with the posts for a chance to win. For our next package we gave away 2 tickets to WICKED at the Performing Arts Center, as well as a one night stay, a restaurant gift card and a spa gift card. The rules for the giveaway contest remained the same as the Mile of Music package giveaway.

How We Helped:
By effectively targeting Facebook users based on their personal demographics and interests, we were able to reach a more qualified audience who would be more likely to engage with our contest. This increased the number of contest entries, which in return lowered the cost-per-impression and cost-per-action. Not only did this specific campaign reach a large audience, it also significantly increased the number of likes to the CopperLeaf Facebook page. This means that our organic content has the opportunity to reach more followers moving forward, allowing us to be more strategic with our advertising budget.  

Results:
By the end of both package giveaways, our campaign had reached nearly half a million Facebook users, and received more than 13,000 post engagements. The CopperLeaf Hotel Facebook page also saw a 19% increase in page likes, or 761 new likes over the course of the 4-week campaign. For both package giveaways, our Cost-Per-Action was less than $0.01. Overall, the campaign significantly increased our brand awareness among individuals living in northeast Wisconsin. By promoting our content to targeted audiences based on their demographics and interests, we were able to reach those who were most likely to take action.

Mile Of Music Package Giveaway Metrics:

  • Total Reach: 63,863 targeted users
  • Total engagements: 1,798
  • Total Amount Spent in Advertising: $30
  • 84 new page likes

Performing Arts Center Package Giveaway Metrics:

  • Total Reach: 414,661
  • Total engagements: 12,855
  • Total amount spent in advertising: $30
  • Over 700 new page likes
Project Features
  • Digital Marketing
  • Social Media Management
  • Content Marketing

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