My Arkansas Roadtrip

Arkansas Tourism

What We Brought: Strategy

Get on the road

the ask

Who doesn’t love a good road trip? There’s the food, the random pit stops, the quirky shops, the music —and ultimately, the unique experiences. And since unique experiences are what Arkansas is all about, we were tasked with creating something to tap into the road trip market in a big, fun way.

According to research, the road trip market accounted for $50 billion in direct spending by travelers on everything from rental cars to accommodations to food and more.

With that in mind, we knew Arkansas had a lot to offer adventure-seekers in neighboring states looking for a perfect road trip destination.

Meet Kait & Samantha

Since the American road trip is all about discovering the country with your closest friends, who better to highlight the many unique aspects of Arkansas than two Instagram influencers who just so happen to be BFFs?

Equipped with a Jeep, an itinerary, a film crew and a cushy per diem, Kait and Samantha flew in from Salt Lake City and embarked on a four-day journey they (and their nearly 100k followers) will never forget.

Throughout Kait and Samantha’s trip, people could follow along every step and every stop, and in turn, get inspiration for what their own Arkansas road trip could look like.

Once the trip was all said and done, we developed all the content gathered along the way into a video series that became the foundation of the Arkansas Tourism summer campaign.

Combined with the video series, we launched an Arkansas road trip giveaway where one lucky winner (and some friends) could relive Kait and Samantha’s journey.

Nothing But Green Lights

The Results

By the end of the campaign, Arkansas Tourism more than doubled their target of contest entries and performed extremely well against all stated success metrics. The promotion also significantly outperformed similar campaigns in the marketplace and Facebook benchmarks. If you’re into stats, then you’ll LOVE this:

11,124 entries including at least one from all 48 contiguous (eligible) states
More than 13,000 link clicks
5,000 directly attributable visits to Arkansas.com
More than 9,000,000 people reached
More than 600,000 3-second video views
More than 3,000 post reactions
736 Post Shares
The road trip campaign spent 21% less than all Facebook campaigns running during that period. Despite a lower spend, the campaign received 18% more clicks (13,472 vs. 11,420)
The average cost-per-click was 33% less than other Facebook campaigns running during the same period ($1.85 vs. $2.77)