Telling the story was half the strategy. Reaching the right audience was also fundamentally important so our planning shifted from art to science. Sparkloft created a highly targeted, segmented video advertising strategy that exploited current social trends. At the time of the series launch, Facebook was working hard to overtake YouTube as the largest social video platform on the web. The result was an opportunity to generate exceptionally low cost targeted reach on Facebook.

Sparkloft and Visit Santa Barbara also developed a teaser and timed release strategy to build interest and anticipation among social fans as each episode was released. Each video was promoted before launch with Instagram teasers, and post launch additional segments featured “leftover” footage that was posted to the content plan.

At the end of the campaign, social posts asked users to continue the conversation and share their own #SBstory