From Engagement to Conversions

Client: ETC Institute
Objective: To promote ETC Institute’s American Travel Survey through targeted social media ads, leveraging video content to drive engagement and increase survey sign-ups for October 2024.

Strategy:

We implemented a targeted digital advertising campaign on META platforms focused on El Paso and Midland-Odessa. We tailored ads to resonate with regional audiences and encourage participation in the survey using engaging video content with clear calls to action for conversion.

Execution:

• Creative META Ads: Created engaging video ads on Facebook and Instagram to capture attention and keep viewers engaged.
• Region-Specific Strategy: Designed ads specifically for El Paso and Midland-Odessa, encouraging users to sign up or submit information for the American Travel Survey.

Results:

• Reach and Engagement

• • Total Impressions: 1.25 million impressions across Facebook and Instagram, ensuring extensive visibility in target regions.

• • Click-Through Rate (CTR): Achieved a solid CTR of 1.51%, aligning with the high-end industry benchmarks.

• Lead Generation and Conversions

• • Leads Generated: 1,278 total leads, with El Paso contributing 809 conversions and Midland-Odessa adding 444 conversions.

• • Cost Efficiency: Maintained a CPC of $1.33, demonstrating cost-effective performance while meeting campaign goals.

• Video Performance
  • 3-Second Video Views: The campaign delivered 344,000 views of at least three seconds, increasing brand awareness and message retention.
  • ThruPlays: Achieved 93,432 ThruPlays (complete views or at least 15 seconds watched), highlighting high viewer interest and engagement with video content.
  • Cost per 3-Second Video View: Averaged $0.07 per view, reflecting the cost-efficiency and effectiveness of the video strategy in capturing audience attention.

This campaign shows how strategic and targeted digital advertising can effectively drive action and achieve goals. By using tailored messaging and engaging video content, we successfully encouraged participation in the ETC Institute’s American Travel Survey.

In a short period, the campaign generated exceptional engagement and delivered a high number of survey signups. This success highlights our ability to create impactful campaigns that turn targeted outreach into meaningful conversions for our clients.