The articles included in the Content Ads campaign obtained more than 50,000 visits. The article that generated most traffic (50% of the total traffic) was “Get to know Zermatt, the village located at the foot of the most famous mountain in the world”, which reached a CTR of 0.22%. The amount of time spent by users on the site was increased by over 10 seconds, and the articles that maintained users on the site for around a minute and a half were promoted (Interlaken, San Mauricio y Saas-Fee). The visitors came from highly important national websites such as El País, La Vanguardia, ABC and Mundo Desportivo; implicitly boosting the positioning and reputation of Swiss Tourism’s brand.
Through the Content Advertising links, 52,300 visits were generated in two months, with over 80% of these being new users. Of over 30 titles which were tested, related to the various destinations, “Be impressed by the Cathedral of Fribourg” spiked particular interest among readers, achieving a CTR of 0.32%.
During the Facebook Ads campaign, 820 new followers were obtained over a short period of time. 4 posts were published which impacted 825,395 users, 37% of which reacted at least one of the possible ways (likes, shares, video playbacks, etc.). The videos were viewed over 320,000 times, noticeably helping to increase the engagement with the brand.
On Twitter we measured 44,137 video playbacks, which represented a multimedia playback rate of 8.55%.
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