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Why does a social media campaign win top awards from a jury of peers?
Because it is a campaign that demonstrates measurable results for the client. It means that the campaign began with research, analysis of the target audience, a target-specific plan is developed and then executed with effective, positive, measurable results.
With social media campaigns for events, this means the campaign increased the size of the event’s social audience and presence. Posts, videos, contests, reels, and live activities are generating sales, click thrus to landing pages, ticket sites and web pages. And, most importantly, the audience – followers of the social page, is engaged. They like, share, encourage, and tag their friends.
Measuring from a baseline of statistics at the beginning of the campaign, to the end of the campaign, numbers such as Cost per Click, Click Thru Rate, Video Views, Audience (followers, page likes) growth, shares, comments, and tags from followers all must “grow” from previous years or periods of measurement.
This campaign generated:
- Income increased by 11.1% in 2019 over 2018. Attendance increased by 20%.
- Reserved seating and premium wine ticket sales Increased by 14.2%
- Facebook – audience grew from 30,179 to 32,587 an 8% increase, engagement increased 150%, clicks to website grew by 700% over previous year’s campaign.
- Instagram – audience grew from 1,944 to 3,584, an 84% increase in followers and engagement grew by 160%.
- Twitter – audience growth from 2,535 in 2018 to 2,792, a 10% increase with clicks to website links growing over 650%.
- Email subscriber base grew by 1,981 organically, plus 587 in opt-ins from partners. Total growth 2,568 – 11.2%.
- Social media generated 50,375,698 impressions and generated $465,040 in ad value equivalent.
At Melody’s Ad Works, we are proud to receive awards from the Public Relations Society of America, International Festivals and Events Association and CalFest. The organizations have leaders in their field as judges, who review the research, planning, execution, and results of marketing campaigns.
This campaign won, simply because it produced effective, positive, and measurable results. We share this entry to help guide you with your social media campaigns. See the complete entry here.
NEWS ITEM 2
What makes a Media Event GREAT?
Any successful media campaign or event requires the following: Research, Analysis, Planning, Execution, and qualitative measurable results.
Earning top awards within your region from PRSA requires all five of these aspects to superior, but it is the final outcome of measurable results that serves your client. The attached media event was conducted in 2018 for the 35th anniversary of the Temecula Valley Balloon & Wine Festival. This event had to offer more than just 6 a.m. hot air balloon flights. It needed to present all the aspects of this amazing event – Food, Wine, Balloons, and Fun.
We share this information to help you with your campaigns and guide you in your planning.
This effective event generated the following award-winning results and more. Please see the entire entry. (link)
Ad Value Equivalent for entire campaign was $3,231,759. This is a 195.5% increase over 2017’s AVE and more than 25 times the Festival’s paid advertising budget.
Television coverage generated 4,062,376 impressions and produced $539,539 AVE (Ad Value Equivalent). This is an 183% increase from 2017 AVE of $190,810.
The Festival received 46 television news program hits from May 26 to June 4.
Publicity Coverage resulted in over 282 MILLION impressions,