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Inspired by Iceland Facebook report October 2011

The Inspired by Iceland Facebook campaign aimed to elevate awareness of Iceland as a prime winter travel destination and increase tourism. Running from October 11 to November 30, 2011, the campaign had an initial budget of $2,500, later increased to $6,400. It reached over 19.5 million people with 67 million impressions and generated nearly 46,000 clicks. The results highlighted the importance of ad images and suggested future campaigns be structured separately for enhanced effectiveness.

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Inspired by Iceland Facebook report October 2011

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  1. Inspired by Iceland Facebook report October 2011

  2. Summary of the brief • Raise awareness of Iceland as a travel destination during winter season to increase tourism • Drive as much traffic to www.inspiredbyiceland.com through paid search channels • The channel used is:

  3. FacebookCampaign Overview • The Inspired by Iceland Facebook campaign was initially set from October 11th to November 11th2011 with a budget of $ 2.500,- • The budget was increased in mid-air to $ 6.400 and the duration extended to November 30th • The overall outcome of the campaign is: • Campaign reach: 19.538.424 • Fjöldi einstaklinga sem hefur séð aug-lýsingarnar, hver að meðaltali 3,4 sinni • Impressions:67.032.452 • Social reach: 535.375 • Fjöldi þeirra sem sá auglýsingarnará síðum vina sinna sem höfðu smellt • Clicks: 45,896 • Click-Through-Rate (CTR): 0,068% • Average Cost-Per-Click (CPC): $ 0,14 • Average Cost-Per-Mille (CPM) $ 0,09 • Media spend: $6.433.69 (£ 4.100)

  4. FacebookCampaign Performance graph – Clicks New images • The blue line indicates the “Clicks” progress. It visualises the trend of how many people clicked on the Inspired by Iceland ads each day between October 26thand November 22nd • The highest number of clicks per day was 1.366 (14.11.2011)

  5. Facebook Ad Performance • We exchanged two of the images used in the ads and consequently we had a new performer

  6. FacebookAd Performance

  7. FacebookAd Performance X X

  8. Campaign summary • We have generated 45,896clicks and 67.032.452impressions, spending $ 6.433,69 • The targeted audience was 350.358.020 users, living in: • The United States, Ireland, Italy, Japan, Mexico, Netherlands, Norway, Canada, Spain, Sweden, Switzerland, United Kingdom, Finland, Denmark, Belgium, Venezuela, Argentina, Australia, Chile, Austria, Russia, Portugal, France or Germany • Age 18 and older

  9. Conclusion • The ad image is decidedly the most important factor • Future initiatives need to be run in separate campaigns for maximum impact vs

  10. Thank you Nordic eMarketing

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