Make Memorial Day Memorable…Or Any Holiday
GCAi Client: Springfield Union Station
Concept: Memorial Day Memories
Overview: Union Station is an icon that is etched in the memories of many who have served their country, as well as their families. For most of them, it was a symbol of leaving home to serve. For some, it was a last memory of a family member or loved one leaving to serve but not return, because they made the ultimate sacrifice. This Memorial Day campaign would gather those memories and share them through social media marketing on Facebook and Instagram. From a statistical perspective, the results were astounding. The unexpected outcome was that the gathered memories promoted the sharing of even more memories. For Memorial Day 2020, Union Station’s social media channels honored actual memories of service and sacrifice not stock images and holiday hours.
Tactical: A two-phase Memorial Day campaign to collect and share memories of loved ones who left from Union Station to serve our country.
- Part One: An initial social media marketing campaign to gather the memories and development of a website landing page to display them.
- Part Two: Creation of a video animation to highlight sample memories and drive traffic to the website landing page (of all Memorial Day memories gathered), media advisory disseminated to select local media to increase awareness, and a second social ,media marketing campaign to promote the memories over the Memorial Day weekend.
Social Media Marketing Results
Overview:
- Reached over 83k individuals and generated 190k impressions
- Almost 59k people engaged with the ads, 234 of them shared it with their own audience
- Tone: 3,084 reactions, 98.9% Positive
Data:
- 190,507 Impressions
- 83,248+ Reach
- 58,726 Engagements
- 655 Link Clicks
- 234 Post Shares
- 89 Comments
- 5 New Followers/Likers
Landing Page: (view here)
- 427 views between 5/22 to 5/25; average time on page was 1 minute and 19 seconds
Creative:
