| Overview |
| The Louisiana Office of Tourism launched a Twitter campaign called, “Amplify Open,” to expand upon a culinary-focused television campaign they had been running, as a vehicle tell visitors about an early crawfish season. |
| Challenge |
| Louisiana had an unseasonably warm winter, so crawfish season came earlier than usual. The Louisiana Office of Tourism needed a creative way to tell that story. They wanted to reach a wider audience than traditional television, and social media was a way to expand upon an existing campaign. |
| Insight |
| Louisiana Office of Tourism’s typical television ad spots are 15 and 30 seconds long, allowing for ample time to let a story unfold. Since Louisiana wanted to expand into a social media space, videos on Twitter were selected as a viable option since they are limited to 6 seconds of pre-roll. |
| Idea |
| Louisiana used these Amplify Open spots with a text overlay and no sound, as most social media videos are consumed. They focused more on eye-catching visuals. Because the videos were targeted to people with Louisiana-specific interests, the campaign was aligned against premium and organic video content. |
| Results |
| Over the course of three weeks, the campaign generated 548,000 views. The ad view rate was 32 percent at $.07 cost per view, outperforming previous Twitter benchmarks. |
