Mighty Results for the Mighty 5

Visit Utah
Friendemic approached Visit Utah with an idea for a campaign after seeing that, despite being one of the most beautiful states in the nation, Visit Utah had a small social media presence. A lot of agencies would go with a big, flashy idea in the hopes that it would go viral. Unfortunately, you can’t always count on that. So, Friendemic stuck with what works: simple, direct conversations with people interested in Utah, the Mighty 5 National Parks and vacations.

After Friendemic took over Visit Utah’s Twitter account, we built our strategy to comprise of two simple steps.  First, we’d find people tweeting about anything that had to do with Utah, taking a vacation, hiking, etc. Then, we’d start a conversation with them. As simple as that.

Over the span of three months, we reached out and had friendly conversations with people. Whether someone posted a photo while hiking in Arches National Park, or were just talking about planning their next vacation, we’d interact with them. Our team didn’t spam people with links or aggressively push Utah as their next vacation destination. Rather, we had simple and personal conversations.

This is the difference between social and your traditional advertising methods: social is more personal.

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We expected big numbers based on how many conversations we were having, but we didn’t know how big. After completing our campaign, our work resulted in over 35,000,000 impressions total (around 10,000 impressions per day), over 11,000 interactions, close to 1,800 new followers, and huge spikes in the use of hashtags and keywords relating to Utah and the Mighty 5 National Parks.

During the time of our campaign, another western state was running billboard and bus ads in Utah. This state probably received just as many impressions, but this is the difference between social and your traditional advertising methods: social is more personal. You can’t interact with a billboard or banner ad on a bus, and people who saw it may not have been planning for a vacation. Each person we talked with was specifically interested in Utah and traveling. And an impression from that group is more valuable than an impression from a non-invested pedestrian.

It’s often the little things in social that have the biggest impact.

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After spending three months of having thousands of conversations, we realized that it’s often the little things in social that have the biggest impact. Utah was one of the only states reaching out and having these conversations. Being open and welcoming interactions can show people you’re here to help, while humanizing your brand. It doesn’t take a lot of flash and fancy tools to run this type of campaign. Social media campaigns like this create more timely, relevant, and personal interactions than any other advertising strategy.

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