Measuring the Remote Control TouristA Case Study

Michael HauserDigital Marketing ManagerTourism Victoria

The Play Melbourne Campaign

• Play Melbourne is the tenth phase of the Jigsaw “You’ll love every piece of Victoria” Campaign and is focussed on domestic interstate markets

• The campaign centres on the idea that the more curious you are, the more you will be rewarded

Play Melbourne elements

• Phase 1 - Launched June 2011• Included: 52-week promotion with

Virgin Australia to facilitate conversion and convey spontaneity. Launched June 2011.

• Phase 2 – Launched Oct 2013• Included: Remote Control Tourist

World-first digital activation conveying a deeper level of information about Melbourne’s products and experiences, proving Melbourne’s innovative and creative credentials.

The Remote Control Tourists

• Two Remote Controlled Tourists on bikes in Melbourne with helmet-mounted cameras

• 8 hours per day for 5 days during October 2013

• A live online video broadcast of their experiences

• People in other cities give instructions to direct the Remote control tourists via a dedicated website and through social media

Key Campaign Insights

• Participation – Effectiveness of media

Measure all campaign visitation to track effectiveness of paid, earned and owned media

• Engagement – Increasing consideration of Melbourne as a destinationMeasure engagement with the campaign and the destination, which drives consideration and intent

Engagement

Participation

Paid SEM Display

Owned

eDMs visitvictoria

EarnedSocial Media

Microsite- remotecontroltourist.com

Digital Channels- visitvictoria- Facebook, Twitter- edm Subscriptions

visitslocation

time on sitebounce rateevents

poststrendssentiment

sharescommentsreach

opens

clicksopt-insclicks

referrals

time on sitelikes/follows

Key Metrics

impressions

Tracking Process

Pre-Campaign Live Post Campaign

• Refine Objectives & insights

• Define Metrics• Set targets• Tracking codes*

• Live tracking of web metrics & social conversations

• Daily reporting of key metrics & targets

• Campaign Optimisation

Tourism Victoria

Clemenger BBDO

Mitchells

• Post Live Analysis• Management

reporting• Learning's

Analytics Tools

• Campaign Website– Google Analytics

• Social– Social Channel Analytics– Buzz Numbers– TweetReach

• Campaign Reporting– Tableau

Highlights

• Participation exceeded targets– Over 100,000 visitors from 170 countries

• Influenced the influencers– Tweets, shares posts from Mashable, Fast Company, Tony

Rocha, Matt Long, Ad Age

• High levels of engagement – Target consumers spent average of over 6 minutes on site

• Unanimous Appeal– Over 10,000 social mentions with 96% positive sentiment

Metrics Dashboard

WEBSITE ACTIVITY (Remotecontroltourist.com)

RCT SOCIAL ACTIVITY

Day 1 Day 2 Day 3 Day 4 Day 50

5,000

10,000

15,000

20,000

25,000

21,169 22,40818,952

16,38914,191

18665 1983716833

1457012537

Total Visitors Unique Visitors

Visitors to remotecontroltourist.comTotal Visitors: 93,209 Unique: 75,202

41%

24%

25%

10%Direct

Referral

Social

Search

Traffic Sources

Day 1 Day 2 Day 3 Day 4 Day 5

0

200

400

600

800

1,000

1,200

1014

746 746849

658826

1102934 999 950

RCT One RCT Two

Total RCT Requests: 8726

Day 1 Day 2 Day 3 Day 4 Day 5

0

500

1,000

1,500

2,000

2,500

1635 1774

2374

1127 1023919

1,294

1,987

856 764

Total Mentions Unique Mentions

Total Social MentionsTotal: 8947 Unique: 5032 Social Media Sentiment

Users who have directly typed in the URL

Users who have come to the website after clicking on a link whilst on another website

Users who have come to the website via a link posted in a social media platform.

Users who have come to the website via searching on Google or another engine.

96%

1%

3%

Positive

Negative

Neutral

Website – Live Tracking

Insights - Website

• 143,700 website visitors– Over 170 countries, Over 5,000 cities

globally

• Engaged Audience– Over 6 minutes avg time on site

(more than double visitvictoria.com)– Low bounce rate of 14% – Nearly one quarter of users have

returned to the site to see more content during the live period

Insights - Social Media

• Global Reach– Over 10,000 mentions– Reach of over 50 million impressions

worldwide (5 times higher than any other social media campaign created by Clemenger BBDO)

• Social was a key traffic driver– Facebook drove over 15,000

users to the website, whilst Twitter drove over 9,000. Social traffic had higher engagement on the site.

• Positive Appeal– 96% positive social media sentiment

Insights – User Journey

• Over 600 events tagged across website

Summary

• Planning: Define objectives, insights & targets• Beyond clicks: Deeper analysis of data• Track all channels: Web, social• Advanced tracking: Campaign tags, events & live• Analysis: Factor in analytics resources & training