Client Introduction:
The Croatian National Tourist Board (CNTB) is responsible for promoting Croatia as a top holiday destination in Europe. They work domestically and internationally to elevate traveler interest and raise the quality of the country's tourism offerings.
Challenge:
For months prior to the Eurovision live event, preliminary betting predictions favored Croatian contestant, Baby Lasagna, and conversation amongst hard-core Eurovision fans was skyrocketing on 𝕏. CNTB wanted to leverage the excitement of the Eurovision Song Contest on 𝕏 to connect with a highly engaged audience and promote Croatia as a travel destination highlighting Baby Lasagna’s hometown Umag and Istria region.
Goals:
Increase brand awareness for Croatia as a tourist destination.
Capture the attention of Eurovision fans across Europe.
Generate excitement and support for Croatia's Eurovision contestant, Baby Lasagna.
Approach/Strategy:
A three-pronged X Ads strategy was implemented:
Standard Reach Campaign: This campaign ran for six days before Eurovision, showcasing Umag (the contestant's hometown) and the Istrian region's gastronomy, culture, and historical heritage. Engaging formats like carousels, videos, and image website cards were used.
Giveaway Contest: To incentivize engagement, a four-day giveaway offered a weekend stay in Umag to those who participated with the hashtag #CroatiaFullOfMusic and shared a video/photo of their Eurovision viewing experience supporting Croatia.
Takeover Formats in Sweden: On the final night, 𝕏's Timeline and Trend Takeover features were utilized in Sweden. This ensured CNTB's ad was the first thing users saw and generated ownership of the Eurovision conversation with the #CroatiaFullOfMusic hashtag, a clever play on their existing #CroatiaFullOfLife slogan.
Examples
Results:
The campaign achieved impressive results:
31.3 Million Impressions: This massive reach was achieved through all campaign elements, including the Takeovers and standard Reach campaigns.
Sky-High Video View Rate: The Timeline Takeover video boasted a 34.64% view rate, crushing the 2.73% average achieved in Reach campaigns.
Cost-Effective Reach: The campaign delivered a remarkable Cost Per Mille (CPM) of €0.32, exceeding industry benchmarks in 11 out of 13 targeted countries.
We're thrilled with the results of our 𝕏 Ads campaign," said Lucijana Jerković, Global PR Department Manager at CNTB. "By combining Reach campaigns with Takeover options, we achieved exceptional visibility and engagement with Eurovision fans. This successful collaboration with Aleph ensured our message reached a massive audience, generating organic, viral, and paid content that resonated with viewers across Europe."
This case study demonstrates the power of 𝕏 Ads for capturing a specific audience during a high-engagement event. By using a strategic approach and engaging formats, CNTB successfully boosted brand awareness and generated excitement for Croatia as a must-visit travel destination.
