Increasing brand awareness and engaging clients on social media channels

1. FACEBOOK PROMOTION
Case Study
Period: August 5, 2014 - September 1, 2014
Date: 9.12.2014
Created by: Sergey Gusarov
Digital Marketing Manager
Eau Palm Beach Resort & Spa
100 South Ocean Blvd. Manalapan, FL. 33462
Phone +1 561.540.4946
linkedin.com/in/svgusarov

2. WWW.EAUPALMBEACH.COM
CONTENTS
1. GENERAL INFORMATION
2. TARGETING CRITERIA
3. PERFORMANCE AND COVERAGE

3. WWW.EAUPALMBEACH.COM
GENERAL INFORMATION
About The Company:
Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive Five-Diamond Luxury Resort located directly on the Atlantic Coast of Florida.
Sitting on seven acres of oceanfront beach, the property boasts 309 elegant guestrooms and suites all with over-sized balconies or terraces. The award winning Eau Spa is 42,000 sq.ft. of pure indulgence. Other resort amenities include four distinct restaurants and lounges, tennis courts, ocean cabanas and aquatic sports desk.

4. WWW.EAUPALMBEACH.COM
Objectives:
As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential clientele in order to:
 generate brand awareness and engage fans,
 support their efforts in print media,
 create multiple touch points with the brand.
The company chose Facebook as the most cost effective delivery platform, utilizing the network’s huge popularity and advanced advertising capabilities.
Period:
May 1, 2014 – May 21, 2014
The main goal of the campaign was to reach out and engage
Facebook users as well as to entice them to post comments
and share the post across their networks.

5. WWW.EAUPALMBEACH.COM
Campaign Mechanics:
The company made and promoted a post on Facebook with a special offer for local residents who already stayed at the hotel or lived in the area and visited the website.
EAU PALM BEACH LOVES LOCALS! Offering Florida Residents Rates From Just $189 PER NIGHT! Click for more ->> http://buff.ly/1rx0r13

6. WWW.EAUPALMBEACH.COM
TARGETING
The campaign was aimed at affluent consumers living in the SE Florida area.
1. Previous clients from a custom built Facebook Audience
2. Friends of the company’s page followers within 50 mile distance
3. Website visitors retargeted on Facebook

7. WWW.EAUPALMBEACH.COM
PERFORMANCE AND COVERAGE
The campaign produced outstanding results reaching more than 11,000 Facebook users and producing almost a thousand engagements.
Total Impressions: 38,521
Average CTR: 3,09 %
Average CPC: $ 0.36
11,356 People Reached
978 Engagements