California is Everyone's Playground

California is Everyone's Playground

In a dynamic campaign with Atlas Obscura, Visit California showcased the state's unique attractions through captivating visuals and storytelling. This multi-phase initiative leveraged photo essays, video listicles, and strategic media to drive awareness, engagement, and travel consideration, significantly boosting traffic to VisitCalifornia.com.

Project Info

Client:

Atlas Obscura x Visit California

Role:

Social Strategy & Production

Year

2024

Collaboration

Project Link

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Task

To build top-of-mind awareness for California as a premier travel destination, drive extensive reach and engagement, trigger active travel consideration, and direct qualified traffic to VisitCalifornia.com.

Solution

We crafted a comprehensive content strategy featuring three photo essays, three video listicles, and a new section on the campaign hub titled "California Playground." Distribution channels included six newsletter inclusions, one dedicated newsletter, and multiple social media engagements across Meta platforms, including Instant Experiences and Instagram Stories. Strategic media initiatives such as the "Childhood Rules" display carousel and 100% share-of-voice (SOV) on content rounded out our approach.

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Key Highlights

Campaign Reach and Engagement:

  • The campaign garnered 54.7M+ impressions, 163K+ clicks, and an overall engagement rate of 0.30%. Custom content and strategic media distribution were key drivers of these impressive results.

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Video Listicles Success:

  • The three video listicles had an engagement rate 14.4 times higher than the industry average. The videos featured colorful visuals and quick, evocative moments.

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Newsletter and Instant Experiences Impact:

  • The dedicated email achieved a 49% open rate and over 7.3K clicks, while Instant Experiences had a CTR 2x higher than industry standards. Both channels effectively drove traffic to the campaign content and the Visit California website.
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