Problem Solving for Visit Austin
Visit Austin had already partnered with an independent production company to create a long-form commercial for the city. However, once the contract was complete, they realized they needed additional content tailored for social media. Specifically, they wanted short-form video cutdowns targeting distinct customer verticals like entertainment, nature, food, and unique sights.
Without a clear strategy for social content, Visit Austin was missing the opportunity to engage with their target audience effectively across social platforms.
Solution:
To address these needs, I executed the following strategy:
Short-Form Social Edits: Using the already-produced long-form commercial along with additional footage from the production company, I created 4 short-form edits. These videos were specifically tailored to highlight the different customer verticals, such as:
Entertainment
Nature
Food
Each edit was designed to appeal directly to the target audience's interests and encourage engagement on social media platforms.
HTML5 Animations for Web Traffic: Recognizing an opportunity to increase online engagement, I suggested developing several HTML5 animations to capture attention while users were browsing websites. These engaging animations were crafted to pique curiosity and drive traffic to Visit Austin's online presence.
HTML5 Animations
Results:
The updated content strategy yielded impressive results:
5.5 Million Impressions across digital platforms, websites, and social media, significantly increasing brand visibility for Visit Austin.
14,000+ Clicks, showcasing the effectiveness of the content in driving audience interest and engagement.
CTR of 0.27%, a solid click-through rate demonstrating the compelling nature of the content in generating action.