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VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
VisitScotland year of creative 2012
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VisitScotland year of creative 2012

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Simone Kurtzke's presentation on VisitScotland's social media success at WTM Social Travel market

Simone Kurtzke's presentation on VisitScotland's social media success at WTM Social Travel market

Published in: Travel
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Transcript

  • 1. Year of Creative – Photo CompetitionNovember 2012 by Simone Kurtzke, Social Media Manager 1
  • 2. YoC Photo CompetitionContents•Objectives + Targets•Strategy•Results•Campaign examples 2
  • 3. YoC Photo CompetitionObjectives:1.Generate a stock of images for VisitScotland to use on its socialmedia channels2.Raise awareness of the Year of Creative Scotland 20123.Generate database acquisitionsTargets:•No. of photos submitted (target 1,500) 3
  • 4. YoC Photo CompetitionStrategy: “natively social” – consumer-led execution•Easy participation, built-in sharing•User-centric – make people part of campaign•Small paid media buy to support organic social activity 4
  • 5. YoC Photo CompetitionResults:•1,200% above target (18.5k images submitted)•£1.5m worth of images generated (1.5k high-quality images)•CPA £4.36 (2,077 database acquisitions)•93k web visits (over a quarter (25k) organic Facebook referrals)•CIPR Pride Award nomination for ‘Best Use of Social Media’ 5
  • 6. YoC Photo CompetitionCampaign examples: 6
  • 7. YoC Photo CompetitionCampaign examples: 7
  • 8. YoC Photo CompetitionCampaign examples: 8
  • 9. YoC Photo Competition Questions? 9

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