While we still deployed our pre-marketing content in concert with the previous 10 weeks’ teams, I have been like a horse chomping at its bit for the last two months waiting for “our week” of the #ShareIstria contest to begin.
The #IstraKT team (of myself and my business partner Ken Herron), set our feet onto Istrian soil 24 July. Officially commencing at 00:00:01 25 July and ending 23:59:59 31 July we planned our week (when our social media efforts would actually count toward the competition) to be as though we were actually running a marketing campaign for the Istrian Tourist Board, and not simply capturing images of our experiences as scheduled by @VisitIstra. We also recognised that our differentiation would be in providing vastly different content on various social media platforms from those efforts we had witnessed with more about Istra herself (and no selfies!) which would hopefully be more evocative and offer greater depth realising epic amplification. To say we are pleased with the results would be an understatement. No one will know who actually won the #ShareIstria contest until the Istrian Tourist Board (ITB) announces the results on 1 September. That expressed, we know that regardless of the outcome, we ran a fabulous social media marketing effort for the ITB and are rightfully proud of our contribution to their campaign.
For the time being let me share our analytics from Twitter. I feel that we should level set for anyone reading this along the lines of investment prospectus fine print, ‘previous performance is not indicative of future earnings’.
We planned for every eventuality (save for a serious lack of sleep and dropping my laptop shattering the screen on Wednesday night) and we executed nearly flawlessly. At the end of our week we had delivered a combined 3577 tweets resulting in 27,137, 344 impressions. 1321 (36.95%) of our tweets included hyperlinks, but interestingly enough the tweets with the most engagement were those which provided a convergence of old school marketing and social media. Our #wishyouwerehere postcard effort for the person who created the most amplification for #IstraKT team each day was a huge success – clearly there is something rather charming and nostalgic about getting a physical postcard from a faraway place which beats an Instagram hands down.
A six-second Vine video of our liaison Goran earned over 800 views before the contest ended (and resulted in two proposals of marriage for him, he’s already happily married but was flattered) and it currently has realised more than 1620 loops. (“Comments included “Is he single?,” “I like!!!.” and “Yummers!”)
The video from our visit to the Gustolato “Dream Lab” most clicked through for their website. We created a #loveletter video which served to wrap up our efforts in a very pretty package (even if you have never visited Istra you should cry it’s so beautiful!).
In the end, the estimated value we created for ITB is something north of $500,000.00. Yes, we did it for the experience, for the bragging rights, to showcase what (agency) Commarglo and (tool) Outbox Pro can do, for a chance to win the €10,000, but mostly, now, we recognise that we really did all of this because we have fallen under the spell of Istra. We would like, very much, for you to take our experience and visit soon.
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