CHALLENGE
The European Heritage Days campaign faced several challenges in achieving its main objectives: increasing event attendance and raising awareness of the event. The key challenge was to ensure efficient budget allocation, meet all campaign performance indicators, and increase social media engagement and audience reach.
ACTIONS
During the campaign, three main advertising format groups were used, based on audience specifics and campaign objectives.
First, video view ads were launched with the goal of reaching as many viewers as possible and generating interest in the events, ensuring the broadest possible audience reach. A key campaign video was produced and promoted, with an expected target of approximately 20,000 views.
At the same time, eight event promotion ads were launched. These ads focused on inviting users to attend the events and generating responses, encouraging real-world participation. The goal of this phase was to generate at least 2,000 responses.
The third step involved reach-focused advertising, aimed at increasing event visibility and reaching as many unique users as possible. Together with organic communication posts, this activity helped build additional awareness around the events and participation opportunities. The target was to reach approximately 650,000 users.
All of these actions were aligned toward a single goal: to maximize event participation and achieve a high level of overall awareness.
RESULTS
The campaign results were highly successful, as all key performance indicators were met and exceeded. The client was satisfied and pleased with the strong interest in the events.
The video view campaign generated 118,567 views, significantly surpassing the initial projections. This indicates that the video was promoted effectively and reached not only the planned audience, but also a wider segment.
The event promotion campaign, which covered eight events, generated 2,058 responses, exceeding the planned target of 2,000 responses. This confirms that the event ads performed very effectively and were able to attract a high level of participation.
The reach campaign delivered a total reach of 1,053,986 users, with 589,435 unique users reached, which also significantly exceeded the planned reach target (650,000 users).
Overall, all parts of the campaign delivered strong results both in terms of views and audience reach. These outcomes demonstrate that the advertising was successful in providing high visibility for European Heritage Days, encouraging people to participate more actively in events and to take a greater interest in heritage preservation.
