SHAY MITCHELL / FAILTE IRELAND 2012 CAMPAIGN · Family’s hit television show Pretty Little Liars)...
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SHAY MITCHELL / FAILTE IRELAND 2012 CAMPAIGN
Transcript of SHAY MITCHELL / FAILTE IRELAND 2012 CAMPAIGN · Family’s hit television show Pretty Little Liars)...
SHAY MITCHELL / FAILTE IRELAND2012 CAMPAIGN
n March 2012, Fanology Social and the Adventure Travel Trade Association teamed with Shay Mitchell (Star of ABC Family’s hit television show Pretty Little Liars) and Failte Ireland on a campaign to promote Irish tourism.
The campaign involved Shay Mitchell and a friend flying to Ireland, enjoying the Irish hospitality and participating in a plethora of activities including surfing, biking, kayaking and even a particularly messy mud run.
Throughout the six-day trip, Shay distributed daily updates and photos to her 1.3 million fans on Facebook and Twitter.
Upon her return, Shay then offered one of her U.S.-based fans the opportunity to win an all expense paid vacation to Ireland.
The campaign generated millions of social and earned media impressions, an enormous amount of conversation around the beauty of Ireland and a large number of people posting to Facebook and Twitter that Ireland is now one of the top counties they wish to visit.
I
TOTAL SOCIAL MEDIA IMPRESSIONS: 32,300,000
Twitter Impressions
Number of Tweets sent by Shay
Effective Reach Impressions
Facebook ‘Likes’ around Ireland content
Comments about Ireland
29.2 Million
60
3.1 Million
56,035
2,115
People who shared with FB friends
10,366
3,547
Sweepstakes Entries
www.ShayMitchell.com
Total Unique Readers of Blog Posts
Average # of Pages each Visitor Reads
Visitors from USA
Visitors from Ireland
Visitors from Canada
Visitors from UK
49,4312.6550%
20%10%
10%
(Results for 6 Blogs posts around Ireland Trip)
Earned Media Sample
JustJared.com and JustJaredJr.com recieve over 14 million unique visitors a month from a dedicated core of loyal readers.
just Jared was recently named to Yahoo’s prestigious Top 10 Bloggers Roll (alongside the Huffington Post & TMZ) and was previously highlighted by Vanity Fair & InStyle as one of the world’s leading entertainment sites.
Earned Media Sample!
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Life&Style speaks celeb chic, highlighting Hollywood’s timeliest trends and helping readers translate their favorite stars’ styles into their own lives with:
• A multi-page section devoted exclusively to the beauty,fashion and styles of the stars• Easy-to-navigate shopping features (75+ mentions a week!)• Step-by-step tips from the experts• Original photo shoots Audience: 5.2M
Women: 85%Men: 15%Median Age: 31Median HHI: $53,366
Earned Media Sample
Wetpaint Entertainment delights 18-34 year-old women with in-depth coverage of their favorite TV shows, stars and fashion.
Monthly traffic stats:
50+ million page views4.7 Pages/Visit4.1 Minutes/Visit
