Our video campaign with Visit Norfolk has come to an end (sad face). Over the past five months we have been to medieval reenactments, cruised the broads with toddler pirates, got lost in Thetford Forest and even managed to convince well-respected head brewers to hop on one leg all in the good name of tourism. It’s been a great campaign to work on and one which has achieved great results. Here’s how we did it.
The brief
We were asked to create a series of tourism-focused videos for the seven individual county districts in Norfolk. These were to be short and creative in style, away from traditional tourism messaging and advertised online.
Our approach
Working with Visit Norfolk we presented the notion of creating a series of tongue in cheek “How to” videos, each one building on a theme which would be paired to the individual county districts. This allowed us to explore the many different appealing factors of visiting Norfolk, from its historical significance to the beautiful great outdoors.
We wanted to grab the attention of potential viewers. Identifying Facebook as the main output for paid social promotion, we developed quirky titles built to both stop browsers in their tracks and to play with imaginations – always with the ultimate end goal of gaining views. Each video would begin with engaging “how to” advice and sign off with a powerful statement displaying unique information about Norfolk related to the district’s theme.
The campaign
The videos were planned, scripted, filmed and edited in house. Each video scheduled throughout the spring/summer period, hosted on YouTube and Facebook with paid advertising spends allocated to each. The campaign reached a total figure of 776,644 with 476,701 individual video plays (Facebook only, also includes a “how to” video for Gressenhall workhouse).
How to be Queen of the castle
District: West Norfolk & Kings Lynn
Theme: historical and royal connections
Video plays: 66,710
Reach: 120,757
How to be a pirate
District: South Norfolk
Theme: outdoor activities, broads
Video plays: 50,901
Reach: 77,385
How to rock ‘n’ roll
District: Great Yarmouth
Theme: family entertainment
Video plays: 57,395
Reach: 76,851
How to be a fisherman
District: North Norfolk
Theme: coastline, seaside destinations
Video plays: 89,395
Reach: 128,001
How to get lost in the woods
District: Breckland
Theme: great outdoors
Video plays: 45,273
Reach: 133,552
How to hop
District: Broadland
Theme: artisan producers
Video plays: 53,357
Reach: 84,522
How to be a flaneur
District: Norwich
Theme: city living
Video plays: 51,631
Reach: 90,612
In you are interested in video marketing, please get in touch with us today. We’d love to help.
