Post on 21-Jan-2018
HOLLAND. THE ORIGINAL COOL.
A CASE STUDY BY
One of the most successful digital campaigns in the travel space, the award-‐winning "Holland. The Original Cool." launched in May of 2013 and continues to this day—soon to enter its 4th year. Our initial core assignment was to effectively engage a target audience of young, educated, afEluent, urban-‐skewing travelers to consider Amsterdam -‐ perhaps for the Eirst time -‐ as a preferred travel option. To achieve this, we needed to challenge their notions of what experiences Holland had to offer.
To get better acquainted with #HollandCool, we invite you to Eirst watch the below Case Study Video (produced at the end of 2014).
WATCH THE 2014 HOLLAND CASE STUDY VIDEO Password: holland
CAMPAIGN OVERVIEW
2014 Adrian Award Gold Medal Digital Marketing, Video
Two Awards of Excellence at the 2014 Communicator Awards
honoring “excellence in marketing and communications”
Best Branded Content, Business to Consumer (Online Video) & Best Online Video, Travel
Travel Weekly’s 2014 Gold Magellan Award Best Destination Promotional Video
WINNER WINNER WINNER
KEY RESULTS TO DATE
• Over 2.4mm total campaign views on Youtube alone • Coverage on 100+ top-‐tier media outlets • Over 300,000 social engagements and counting • Multiple travel industry awards • A Cost per Visit that has, through constant optimization and reEinement, decreased each quarter since 2013.
The #HollandCool launch video was a viral smash out of the gate (over 1 million views in the Eirst three months), but we didn’t stop there. Below you will Eind a few of the most notable results to date:
Pim de Koel (or Pim “The Cool”) is the embodiment of Dutch hipness and our #HollandCool host and spokesperson. One part bike-‐toting Brooklynite, one part “Most Interesting Man” in Holland, with just a dash of Willy Wonka, Pim wants nothing more than to tell the world about the all the amazing things Holland has to offer—and that’s not just tulips and cheese. Artisanal foods, green energy, cutting edge art and design, an open and progressive culture—these things and more have been part of the cultural fabric in Holland for generations.
DUTCH!
MEET PIM
HOLLAND. THE ORIGINAL COOL. EPISODE ONE: CAN COOL BE TAUGHT? EPISODE THREE: CAN COOL BE STOLEN?
KEUKENHOF DUTCH LESSONS WITH PIM: HOLLAND VAN GOGH
Mustache has created over 25 videos for Holland since the inception of the "Original Cool" campaign -‐ from micro-‐spots disseminated on social platforms like Tumblr or Instagram, to 2-‐minute web commercials. Regardless of length or strategic positioning, all spots have served to engage, educate, amuse and inspire American consumers in the consideration stage for travel to Holland.
THE VIDEOS
HOLLAND. THE ORIGINAL COOL.
The Mustache team also conceived and produced an ongoing series of shareable content hosted on the ofEicial Holland tourism website and serving to both expand upon key themes from our campaign and further engage interested travelers.
THE DIGITAL
HOLLAND. THE ORIGINAL COOL.
For the social space has been an steady stream of ancillary digital content in the form of image memes, infographics, listicles and more. Each asset is hosted on an ofEicial campaign Tumblr channel designed and developed by Mustache, and disseminated through various social and paid campaign outlets. Our data conEirmed that consumers who engage with a piece of branded #HollandCool content Eirst, spend more time on Holland.com considering a trip.
THE SOCIAL
THE PRESS RESULTS“Holland. The Original Cool.” continues to receive rave reviews from top-‐tier media outlets in Travel, Advertising, Branding, Culture and more, each applauding its unique, engaging, often humorous but always educational approach to tourism marketing. To date the campaign has been featured in over 100 online outlets.
Reception has been equally encouraging in the social space, with the #HollandCool video series earning over an over 97% positive sentiment from consumers.
THE RECEPTION
CPV ($)
$0.00
$1.50
$3.00
$4.50
$6.00
1H 2013 2H 2013 1H 2014 2H 2014 1H 2015
Cost Per Visit to holland.com/cool
$5.06
$4.21
$2.47
$1.56
$0.94
We’re constantly striving to engage the most relevant consumers in new and meaningful ways across video, digital, social, paid media, earned media, and more, turning those initial engagements into return visitors, and those return visitors into new travelers to Holland.
Working with the latest content syndication, programmatic buying, and video distribution platforms, in addition to fully reimagining the campaign website experience towards a Content Marketing approach (less ads, more stories) our team has over three years dramatically reduced our Cost per Visit, increased overall Elow of qualiEied trafEic to campaign landing pages, and created a highly optimized, highly strategic consumer funnel that yielded a CPV of .94 in the ^irst half of 2015.
How cool is that?
THE OPTIMIZATION
THANK YOU FROM
CONTACT US.
20 Jay Street, Suite 430 Brooklyn, NY 11201 Phone: 212-‐226-‐3493 www.mustacheagency.com
JOHN LIMOTTE Founder/Executive Producer Email: johnl@mustacheagency.com
TODD GRIFFIN Head of Accounts Email: toddg@mustacheagency.com Phone: 646.326.9102
JEFF CAMBRON Director of Marketing Email: jeffc@mustacheagency.com