Days Inn Chicago Maximizes Reach with a Valentine’s Social Giveaway [Case Study]

Published: Mar 09, 2016
Days Inn Chicago Maximizes Reach with a Valentine's Social Giveaway [Case Study]

As frigid temperatures and a wintry mix poured down on Chicago during Valentine’s Day weekend, Days Inn Chicago, a neighborhood hotel in the Lincoln Park area of the city, managed to keep hearts warm. Thanks to a well-executed promoted post on Facebook, the hotel was able to generate major buzz on social media with a photo contest and reward a winner with a romantic getaway.

With three weeks to spare before Valentine’s Day, Days Inn Chicago turned to Milestone for advice on how to launch a fun contest for the holiday weekend. After discussing the budget and prize, a free 2-night stay in the Executive Suite, a photo contest with a Promoted Post on Facebook was the best method to increasing engagement and social traction.  Milestone crafted the content to highlight the contest concept, prize, method of entry, unique selling points of the hotel, and deadline.  Once posted, Milestone targeted the post to be promoted to the major drive markets of Chicago as the prize is a great weekend getaway trip (5 hours or less).  The hotel experienced tremendous results while running the post for just over two weeks, “with so many great entries it’s been extremely difficult to choose a winner,” said Stefanie Hresja, General Manager of Days Inn Chicago. “We’d like to thank everyone for their great entries and comments! These photos sure showcase what a great city this is.”

Paid advertising for Facebook

Results of Promoted Post:

2,261 Total Engagements
884 Likes
94 Shares
113 unique photos/contest entrants
Total Reach: 67,426 Facebook users

Year over Year Website Traffic Boosted from Promoted Post:

Sessions via Social Referral Increased 212%
Referrals via Facebook Increased 371%
Contributed Social Conversions Increased 285%

Total Spend: $200

Next time you’re thinking about how to drum up excitement on Facebook while not breaking your marketing budget, look no further than the massive reach and engagement of promoted Facebook posts.


Contributed by:
William Ruben, Senior Account Manager

 

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