A no fuss, high output, approach to social media
What worked really well was the exposure generated from Wright Social roaming the grounds for three days.
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The Goal
The Wimmera Machinery Field Day (WMFD) committee was seeking increased exposure of exhibitors and sponsors during the lead up to the event, and a larger awareness among new audiences of what’s on offer at the field days.
Wright Social conducted research into the needs of the Field Day and launched two campaigns for the client: one before the event and one during. We did this via:
- A cost-effective, informative and targeted social media content schedule supported by a targeted Facebook Advertising paid campaign
- New audiences established via website visitor Lookalikes and Fans, as well retargeting website traffic
- Promoting individualised adverts for exhibitors and sponsors that showcased their special offers and products to warm audiences
- Ongoing coverage of the three-day event with consistent on-the-ground content – this included talent prep, interviews, video capture, candid photos and publishing on the day.
The Result
What we achieved:
- Over 24,000 visitors to the WMFD website before and during the event.
- 247 people clicked ‘going’ on the Facebook event, with 741 clicking ‘interested’.
- 186 Facebook tags/check-ins/mentions, over 90 Instagram tags/mentions, and 126 Twitter mentions during the three-day event, all of which Wright Social liked and shared via the WMFD account.
- Used hashtags #WMFD and #WMFD2020 that started a social trend across all channels whereby event-goers, exhibitors, sponsors and stalls all used frequently.
- A total of 197,615 Facebook impressions, reaching 62,258 people prior to the event and 28,944 during the event, all in our targeted geographical audience.
- Enriched relationships with all exhibitors and sponsors thanks to the opportunity to advertise on the WMFD platform.
- A CPR average of $0.004 on promoted video content.
“The Committee was really pleased with the results from the campaign and the way Heidi proactively captured content throughout the day.
“What worked really well was the exposure generated from Wright Social roaming the grounds for three days, chatting to people in a personable way, crafting stories, sharing highlights, and inviting exhibitors to have an on-the-spot video taken to showcase a product or service they felt passionate about – we posted it – the exhibitor shared it – that worked really well and was well received.
“It was really important to stay in front of our audience in the lead up and remind people of what was on offer. So it was also good for us to have Wright Social set a simple yet effective content schedule and look after the paid advertising plan, whilst we chipped in with updates as we locked things in.
“We have a strategy now that we know works and a footing to do it even better next year.
“I can recommend Wright Social to any field day or business for that matter seeking a no fuss, high output, approach to social media.”
Murray Wilson, Manager, Wimmera Machinery Field Days
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