Inspired by Iceland

Facebook reportOctober 2011

• Raise awareness of Iceland as a travel destination during winter season to increase tourism

• Drive as much traffic to www.inspiredbyiceland.com through paid search channels

• The channel used is:

Summary of the brief

• The Inspired by Iceland Facebook campaign was initially set from October 11th to November 11th 2011 with a budget of $ 2.500,-

• The budget was increased in mid-air to $ 6.400 and the duration extended to November 30th

• The overall outcome of the campaign is:

• Campaign reach: 19.538.424• Fjöldi einstaklinga sem hefur séð aug-

lýsingarnar, hver að meðaltali 3,4 sinni

• Impressions: 67.032.452

• Social reach: 535.375• Fjöldi þeirra sem sá auglýsingarnar

á síðum vina sinna sem höfðu smellt

• Clicks: 45,896

FacebookCampaign Overview

• Click-Through-Rate (CTR): 0,068%

• Average Cost-Per-Click (CPC): $ 0,14

• Average Cost-Per-Mille (CPM) $ 0,09

• Media spend: $6.433.69 (£ 4.100)

• The blue line indicates the “Clicks” progress. It visualises the trend of how many people clicked on the Inspired by Iceland ads each day between October 26th and November 22nd

• The highest number of clicks per day was 1.366 (14.11.2011)

FacebookCampaign Performance graph – Clicks

New images

• We exchanged two of the images used in the ads and consequently we had a new performer

FacebookAd Performance

FacebookAd Performance

FacebookAd Performance

X

X

• We have generated 45,896 clicks and 67.032.452 impressions, spending $ 6.433,69

• The targeted audience was 350.358.020 users, living in:

• The United States, Ireland, Italy, Japan, Mexico, Netherlands, Norway, Canada, Spain, Sweden, Switzerland, United Kingdom, Finland, Denmark, Belgium, Venezuela, Argentina, Australia, Chile, Austria, Russia, Portugal, France or Germany

• Age 18 and older

Campaign summary

• The ad image is decidedly the most important factor

• Future initiatives need to be run in separate campaigns for maximum impact

Conclusion

vs

Nordic eMarketing

Thank you