Our strategy was Consumption, Consumption, Consumption — without initially asking for anything in return. We leveraged video footage of the artists performing live in 2022, in both short and long-form formats, on social channels. Video content ran on Facebook, Facebook Stories, Instagram, Instagram Reels, YouTube, and YouTube Shorts.
The initial goal was to get consumers to watch at least 60 seconds of a video before retargeting them. Once they had watched 60 seconds, we retargeted short-form content without any direct call to attention.
We were able to get the average user to consume almost 180 seconds worth of video before a call to action of booking tickets was mentioned. By the time a CTA was introduced, the market was warm — or red hot really— and qualified for purchase. With all of this consumption, NEBRASKAland Day’s organic traffic also started to take off.