Crowd adds another successful campaign to it’s roster of Napa Valley clients with an online campaign for the Napa Valley Film Festival.
The Napa Valley Film Festival, which took place November 7-11, is an annual celebration of film, food and wine, touring the towns of Napa, Yountville, Calistoga and St. Helena. So, Crowd was tasked to create the marketing campaigns that would help the process to boost sales and promote the festival.
This annual celebration of film is set against the panoramic background of California’s famous wine and food region and plays host to some of Hollywood’s biggest names through screenings and special events. Crowd designed a landing page for the marketing campaign to reflect the look and feel of the renowned festival. The 5-days event offered different pass packages that appeal to a variety of audiences.
The all targeted campaigns, each of them led to a special webpage and offers highlights that engaged individuals, but also supported alternatives for those wishing to explore further. The Napa Valley Film Festival website was designed specifically to cope with the increasing levels of content and give the audience an easier way to navigate through the experience passes.
The campaign’s social advertising stage also included short animations which promotes the different aspects of the festival means, wine, films and food. Videos featured icons, images and graphic design that all aimed to a specific audience. The subtle movement in the background was engaging and captured attention without shadowing the copy.
Their results from the report is told better than expected from the digital campaign with a 3.3% click-through rate through the step of ticket purchase, which means 174% higher than the targeted results.
With so much going on at the 5 day festival, Crowd were tasked to simplify the event into bite-sized itineraries and allow people to create their own experiences.
After that, they broke down the event into different packages that would appeal to different audiences whether weekend visitors or more serious film buffs for example. Each targeted campaign led through to a unique landing page, offering highlights that would appeal to the individual as well as providing alternate options for those wishing to explore further or create their own experience.
Crowd reported better than expected results from their social advertising campaign with a 2.25% click-through rate to the ticket purchasing stage, which is 89% higher than they had projected.