Rapport fra kampanje for Visitnorway på Facebook

1. Norway Global Campaign Summary
February 3, 2011

2. Contents
Campaign Overview
Campaign Performance
Facebook Insights
Demographics
App Screens
Conclusion
2

3. Campaign
Overview

4. Campaign Overview
• Social media campaign featured on Facebook; fans participated in a
sweepstakes by selecting their favorite video for a chance to win a trip for
two to Norway.
• This campaign gave users the opportunity to view and interact with video
clips focused on several different Norwegian activities.
• Sweepstakes conducted for 8 weeks, October 7th through December 8th
• Participants were encouraged to publish a personalized news feed on their
walls and invite their friends to enter the Sweepstakes
• Impressions were amounted via a combination of social network
communication channels including posts, feeds, and invites
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5. Campaign
Performance

6. Campaign Performance
Campaign Elements
Stats
Fan Growth During the Sweepstakes
6,000
Application Installs
2,426
Invites Sent
2,327
# of Comments
1,250
# of Contest Entries
1,347
• Strong fan growth for a very targeted market; fan growth was 4x number of
entries
• More invites sent than contest entries
• Almost every contest entry included a comment
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7. Facebook Insights Report
Campaign
dura0on
Campaign
dura0on
7

8. Demographics
• Almost equal number of male vs. female
• Highest number of participants came from Germany and UK
*Data excludes users who do not specify: Age, Location, Sex
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9. Media Consumption
9

10. Ad Campaign
• Took place in 3 countries:
Germany, Netherlands,
and the UK
• Impressions: 20,688,346
• Clicks: 14,126
• CTR: 0.068%
• CPM: $0.36
10

11. App Screens

12. Win a Trip
12

13. Win a Trip
• Each
selec0on
included
a
video
about
a
place
in
Norway
13

14. Win a Trip
• Fans
were
encouraged
to
view
the
video
and
say
why
they’d
like
to
do
this
ac0vity
14

15. Win a Trip
15

16. Win a Trip
16

17. Win a Trip
17

18. Win a Trip
18

19. Win a Trip
19

20. Prizes
20

21. Prizes
21

22. Prizes
22

23. Prizes
23

24. Invite your friends
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25. Conclusion

26. Conclusion
• The Norway Adventure Campaign helped establish a strong community of
Norway-lovers across multiple countries through
» Engagement application and video sweepstakes integration into Page
» Paid media campaign on Facebook and banners for campaign on VisitNorway.com and
partner sites
• Contest entries were moderate but sharing and interaction was high
» There were actually more invites sent than contest entries, as users shared this with friends
who might be interested in winning a trip to Norway
» There were almost as many comments as entries, showing high levels of enthusiasm
» The user comments were authentic messages about Norway seen by friends on Facebook
• Visit Norway – official travel guide increased by 6k fans during the
campaign and is seeing good levels of interaction on Page and with posts
» Fan growth was 2-3x normal rate during contest duration
» Lasting community consists of enthusiastic fans who share their love of Norway and who
will continue to enter contests and post pictures on the page, creating ongoing viral spread
of the Norway Global site
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