Truckee Moments

| Case Study

The Challenge

Our main goals with the #truckeemoments user generated campaign were to increase reach and brand awareness as well as engagement on social media channels for Truckee. We aimed to infuse the Truckee brand as a “must-see” destination and a place to be via beautiful photography from users, increasing awareness among potential travelers to the area and uniting locals. Another marketing hurdle we had was a low photography inventory when we began working with Truckee making it difficult to showcase the destination in any marketing and social media venues.

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The Solution

The campaign was designed to leverage the town’s beauty and surrounding nature while increasing engagement on social media. Originally created as a 30-day contest on Facebook, Instagram and Twitter, the campaign inspired locals and visitors to share their favorite Truckee experiences and their passion being a Truckee local. It quickly became apparent that #TruckeeMoments had taken hold and become an endless addiction for locals and visitors to show their love of all things Truckee. At that point, #TruckeeMoments transitioned to an ongoing social media movement.

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The Execution

We kicked off #TruckeeMoments in Feb 2014 with a 30 day campaign on Facebook, Twitter and Instagram and weekly giveaways to encourage participation. We partnered up with Seen to create a mini website where all submitted images were hosted. The mini website was accessible from truckee.com website and their Facebook page as a Facebook app. #TruckeeMoments caught on fire during the first 30 days. We decided to continue with the effort after the 30 days campaign even without giving away more prizes.

#TruckeeMoments was supported with PR efforts, word-of-mouth and $400 in Facebook promoted posts. The Truckee marketing team integrated #TruckeeMoments into all efforts including website, e-mail newsletters, TripAdvisor profile, press releases, direct outreach to local organizations and businesses, and influencers online. Videos of local businesses and visitors were created under the #TruckeeMoments campaign, and user-generated photos will appear throughout the 2014/15 Truckee Visitors Guide. Truckee is now distributing #truckeemoments stickers at main events and throughout local businesses.

The community of Truckee has reacted very positively to the campaign. Mini campaigns from local businesses have spawned since then using the hashtag #truckeemoments. Local media picked up the contest and announced in local TV and print media. Photographers have contributed amazing images that are now being used for marketing collateral, website and email marketing. A digital postcard series was created with the images showcasing some of the best #truckeemoments.

Videos

A series of video interviews were developed with locals and visitors to Truckee experiencing the magic of the Sierras similar to this one.

#TruckeeMoments integrated in the 4th of July parade where the hashtag campaign became the main theme for the parade.

The Results

659,373 reached

Over 1,300 photos / videos submitted

46,062 likes

3,366 comments

1,448 total posts with retweets

513% Facebook fan base growth

603 Instagram followers

136% Twitter growth

64% increase in website visits

270% increase in mobile visits

$21,238 value from online mentions

$45,000 content value

#TruckeeMoments won an ACE in Social Media from American Marketing Association

Here’s what they thought about our work:

  • What started as a short campaign has become a “movement” with over 800 amazing photos shared…. and they just keep comin’! This viral and “addictive” movement gives local and visitors and opportunity to share what they love about Truckee. The #TruckeeMoments movement has been integrated into web, media, PR, and will be seen in the soon to be published 2014 Official Truckee Visitors Guide. Awesome stats on growth, engagement, reach and impressions on Facebook, Twitter and Instagram.

    Lynn Saunders, President/CEO at Truckee Donner Chamber of Commerce
  • I love how this campaign has harnessed visitor enthusiasm and reinforces Truckee as a true year-round destination.

    Jon Borden, Owner Operator of The Truckee Donner Lodge and The Inn at Truckee