In spring of 2017, Brand USA launched an inbound tourism marketing campaign (See How Far You Can Go) to invite international travelers in 11 key markets to explore the diversity of the United States. Developed initially as a large-scale brand initiative– with creative optimized for TV, OOH and digital display– Brand USA tasked Sparkloft with integrating the campaign, and its existing assets, into social.
Capitalizing on Facebook’s propensity to boost video content– particularly content tailored for the user feed– a social-first and mobile-optimized edit of existing campaign assets was created to drive greater audience engagement.
Utilizing existing campaign video and photo assets, Sparkloft created four versions of the social-first video, one for each of Brand USA’s four audience personas and versioned with translations and local nuances per market.
The creative combined fast-stitched photo and video assets to simulate the feeling of documenting and reliving a vacation through photographs, playing to a viewer’s positive feelings toward a past trip. Applied to that narrative were additional platform best practices to optimize for the mobile newsfeed, most notably: a 1:1 aspect ratio, upfront CTAs and brand messaging, and early introduction of talent.
Additional creative in future phases of the campaign integrated the social-first video and additional campaign photography into dynamic ad units including Facebook Canvas Ads, Instagram Story Ads and a beta test of a Facebook Canvas with Collections unit.
As a social agency we specialize in taking above the line creative and recutting it for social media to not only integrate larger campaigns into social effectively, but also to make the biggest impact with existing creative.
The results demonstrate just that:
3.7 million engagements
2.6 million completed video views
Furthermore, in an A/B test of the social-first video flighted against the original 16:9 brand spot, overall the social-first video produced a higher engagement rate across all markets. Optimized for mobile, the video was more effective than the standard 16:9 video at stopping users in their feed and prompting them to interact.