Ocean Florida Disney Competition

Ocean Florida had the ambition to become the UK’s number one Florida holiday specialist, with a specific focus on increasing social traffic, engagements & enquiries.

15k
Competition entries

350k
Social reach

Ambition

For the past 12 years Ocean Florida has specialised in sending holiday makers to the Sunshine State and partners with every major airline, cruise line and accommodation provider to create bespoke experiences for their customers.

Semetrical assisted in the management of Ocean Florida’s social profiles from the end of 2016 to the end of 2017. In January 2017, to coincide with Ocean Florida’s busiest month for enquiries, we wanted to launch a competition to increase brand awareness, social engagement and online community.

Semetrical decided to put the focus of the competition on the ‘happiest place on earth’, offering entrants the chance to win a holiday for four to Walt Disney World Florida.

We created ‘Ocean Florida’s Ultimate Disney Survey Competition’ – the aim of the competition was to gain links from travel bloggers & publications, as well as to increase brand awareness and Disney holiday enquiries.

Industry

Travel

Service Area

After being told by our previous agency that our high priority campaigns could not scale without increased CPAs, Semetrical helped us to significantly increase lead numbers in these areas without increasing relative costs. They have also managed to integrate our 3rd party data into our reporting. We have been very pleased with the service.

Strategy

Our strategy was to utilise social media advertising as the main form of promotion for the Disney competition – to generate competition entries, website traffic and social engagements for the best ROI.

Our initial focus was creating the competition itself – we decided to utilise Typeform – an online survey software that we could easily embed and host on the Ocean Florida blog. We created a variety of survey questions all focused around Disney characters and the different parks at Disney World. Once the questions were created we built a range of supporting blog posts and promotional materials.

When it came to the design, look and feel of the survey and promotional materials we worked alongside Disney and Ocean Florida to ensure that all brand guidelines were followed. We took ownership of the creation, promotion and management of the competition. We decided to use Facebook and Instagram as the main tools for promotion throughout the Disney competition.

Detailed persona development was carried out to ensure that we targeted interested and relevant audiences with the competition promotional materials.

Facebook’s audience targeting mechanisms were heavily used, targeting custom audiences of previous website visitors, lookalike audiences and new users with interests in Walt Disney World Resorts, Walt Disney Holidays, Disney and Florida holidays. A variety of campaigns were set up with different advertising objectives including link click advertisements – to drive entrants directly to the competition entry page on the Ocean Florida blog, as well as post engagement advertisements to encourage interaction, comments and shares to increase reach and brand visibility.

Achievements

The competition promotion drove high levels of traffic to the Ocean Florida blog, provided a sharp increase in follower count and reached hundreds of thousands of interested and relevant social users.