A 61% conversion rate on a budget of £980? That's exactly what we achieved for Zumtobel on the promotion of this year's photographic competition. Open to Architects, the brief has always been for them to take a great shot of anything that's particularly unusual, preferably of the built environment, with a simple disposable camera.
In the early days, traditional on the page advertising was used to drive the call for entries, but as time and the media landscape has changed so have our communication channels.
Now we produce a launch video, hosted on www.zumtobelphoto.com, and over the years we have promoted the competition through a combination of targeted e-communication, online advertising and social media. This year we made the decision to cease all online advertising, and promote the competition through social media alone with the objective of getting acrhitects to engage and share content and partly as a result of the falling CTR we have observed with online advertising.
As well as a schedule of organic tweets sent through the official @Zumtobel_Photo twitter account, we introduced promoted posts to ensure we were getting the competition out to as many architects as possible - the results have been fantastic. For a total budget of £980, our promoted post campaign ran for 9 days delivering 626 clicks to the microsite (of which 382 of entered). That’s a massive 61% conversion rate.
In just the first week of this year's competition launching, we had over 150 entries from Top 50 practices (as per the AJ Top 120) and level of engagement about the competition amongst the architectural community has increased dramatically.
We've now had over 1,000 competition entries in total this year.
It's a great example of how a brilliant concept can be re-invented and successfully promoted over the years as communications channels change.