Planet Happiness advocates the imperative to value and measure travel and tourism's contribution to individual and destination well-being.
The Central Victorian Goldfields World Heritage listing bid project is a partnership between thirteen local governments, regional organisations, academia and the private sector on behalf of the Central Victorian Goldfields community. The bid seeks to achieve a World Heritage listing to celebrate the history and heritage of the region.
As part of the bid project, Central Victorian Goldfields wanted to get input from the community to assess the impact of tourism. For this, they used the Happiness Index survey and they needed the community to complete the survey.
They only had a small budget but they were able to offer an incentive to encourage people to take the survey.
We recommended a Facebook Ad campaign – targeting all people in the 13 local government areas covered by the Victorian Goldfields. We then designed ad creatives and copy and tested the ads performance in different formats and platforms.
We highlighted different aspects of the ads to motivate people to answer the survey. We monitored the ads and determined that there were 2 winning ads, reaching different audiences so we focused the small budget on these 2 ads to maximise the return on ad spend.
Before starting the Facebook Ads Campaign, the client had around 300 surveys completed. At the end of the 4 week campaign, we were able to increase that to almost 1,000 surveys. The average cost per click was only 39 cents and there were almost 3,000 landing page views during the 4 weeks.
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