Situation
To coincide with National Seashell Day and the first day of summer, NJF launched the “Summer Shellcation” social media campaign to keep the destination top of mind. Through influencer marketing, social media promotion and a sweepstakes, we generated online inspiration and consumer awareness.
The teams worked to take the Shell Love Bug, a 2005 Volkswagen Beetle covered in 20,000 seashells, on a tour of New York City on National Seashell Day, which always falls on June 21.
Action
We identified five social media influencers who became our Storyshellers. They were invited to the destination to share social deliverables to extend campaign messaging. We launched the “Choose Your Shellcation” sweepstakes, which encouraged our audience to choose from activities to build their perfect “Shellcation.” Winners received a shelling gift package. On National Seashell Day, we launched the #NSDChat on Twitter. Meanwhile, in New York City, the Shell Love Bug made stops along several high-traffic locations to encourage engagement.
Results
All campaign goals were surpassed:
- 14,540 sweepstakes entries
- 10K email leads
- 7K comment contest entries
- 1M influencer impressions
- 5K social engagements
- 44M total campaign impressions
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44 million
Total Campaign impressions
Overall, our social media efforts led to 44 million total impressions for the campaign.
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181%
Percent to sweepstakes goal
Our sweepstakes garnered 14,540 entries, surpassing our goal by 81%.
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12:1
ROI
The National Seashell Day campaign garnered a 12-to-1 ROI at a $10 CPM.
