CASE STUDY
Discover DeSoto
76%
Growth in CTR over previous flight
0.23%
CTR
0.46%
3rd Party targeting CTR
Objective
Discover DeSoto set out to increase awareness and attendance for its signature summer event, Balloons Over DeSoto, by reaching audiences in the surrounding regions and maximizing exposure for the event.
Strategy
As the tourism board for a city on the northwestern border of Louisiana, Discover DeSoto partnered with AUDIENCEX to develop and execute a strategic advertising campaign. The campaign targeted five key DMAs across Louisiana and Texas, leveraging advanced digital advertising techniques to connect with prospective attendees.
AUDIENCEX implemented a multi-layered targeting strategy, which included:
- Lookalike Prospecting to identify and reach new audiences with similar behaviors and interests.
- Retargeting to re-engage users who had previously interacted with the event or related content.
- Behavioral Targeting to connect with individuals based on their interests, location, and online behaviors.
Results
The campaign delivered significant improvements in engagement and performance:
- Achieved a 76% increase in click-through rate (CTR) compared to the previous campaign flight.
- Overall campaign CTR reached 0.23%, while retargeting and third-party targeting efforts outperformed with an impressive 0.46% CTR.
By leveraging precise targeting strategies and optimized creative, AUDIENCEX successfully increased visibility for Balloons Over DeSoto, driving greater awareness and attendance for this celebrated event.