Instagram Stories was one of the most notable features to hit social media in 2016. And as a leader in the evolving landscape of mobile marketing, Visit California used the new tool to amplify some of its most exciting campaigns.
Released in August 2016, Instagram Stories created a new space above users’ news feeds to share photos and short videos for a 24-hour period.
Since this latest evolution to the Instagram platform launched last summer, Visit California has produced nearly 180 Stories highlighting feature campaigns like Catch the Winter Wave, the filming of the new television spots, and DMO partners.
The results have been impressive, with more than 1.5 million views to date.
Visit California first used Stories during the filming of the new global brand spots, “Welcome to Kidifornia,” and “Living the Dream,” during which viewers received behind-the-scenes looks at shoot locations across the state.
A total of 88 stories were posted around the new spots alone, garnering over 730 thousand views. These stories provided fans of the Golden State with real-time sneak peaks at the team’s latest adventure, generating excitement for the spots while featuring destinations and attractions throughout California.
The Golden State’s beauty speaks for itself, but combined with the push of 107 supporting posts around the commercial shoots across various social channels, the state’s multitude of experiences truly shined, resulting in 3.2 million impressions and 133,000 total engagements.
Most recently, Visit California used stories to amplify both 2017 California Restaurant Month and the 2016-17 Catch the Winter Wave campaign, which was especially impactful given the year’s historically snowy winter.
The overwhelming popularity of Stories, combined with strong pushes across Visit California’s other social media platforms including Twitter and Facebook, provided highly engaging content surrounding the campaign.
In total, Catch the Winter Wave generated over 84 million social media impressions across content that featured destinations, partners and attractions in Los Angeles, Santa Monica, Marina Del Rey, Big Bear, South Lake Tahoe, Squaw Valley Alpine Meadows, North Lake Tahoe along with companies like Hornblower Cruises.
Instagram Stories also enables viewers to interact with California destinations in the moment, with more than a dozen DMO partners having been featured to date, including:
In addition to boosting brand awareness, using bite-sized stories ensures that Visit California is meeting the latest trends in mobile marketing. Research indicates that users today seek more immersive, real-time content than ever before. According to Instagram’s Business Blog, over 200 million users use Instagram Stories every day to “keep up with the accounts they love.”
With the increasing demand for authentic content, it is imperative that the Golden State remains conversant. And with this latest tool, Visit California is able to continue to showcase the Golden State and the industry partners who bring the state to life in wholly new and exciting ways.
Has your destination used Instagram Stories? What experiences or tips can you share? Let us know in the comments section below, and be sure to keep up with Visit California’s latest stories and content on Instagram.
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