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Strategic Service In Action: Caesars Promotes Concert via Facebook

About this Strategic PartnershipCaesars Entertainment, a premier provider of branded entertainment, partnered with Kinetic as their agency of record and strategic PMD to deliver on all of their social solutions. With 39 properties in the US operating under the Caesars®, Harrah’s® and Horseshoe® brands, this strategic partnership focused on a variety of directives including driving conversions for hotel bookings, ticket sales, and general awareness, while streamlining each property’s specific brand objectives and funneling down towards the most effective KPI.

“The opportunity is to work together to create a cohesive social solution at every step.”– Megan Gall, SVP Brand Solutions

Serving as our buying and execution arm, this high-touch Strategic Service package offers a one-stop solution for your social presence; from planning and organic content creation through paid promotion, reporting and analysis.

www.kineticsocial.com hello@kineticsocial.com

Strategic Service In Action: Caesars Promotes Concert via Facebook

The ResultsTargeting by means of lookalike audiences generated a ROAS of 177%, exceeding the campaign’s goal of 120%. While custom audiences didn’t click as readily, these customers were significantly more motivated once they engaged. The click rate for custom audience targeting was 11.4% vs. 1.1% on interest-based targeting.

With a limited delivery and time period, we were able to open the doors on how to approach ticket sales, drive room bookings at the same time and show a positive return on social; demonstrating the power of targeting people who share commonalities with those who have already taken action.

The StrategyCREATIVE

Kinetic’s content team wrote copy and designed campaign creative playing on Britney’s lyrics that resonated with fans; connect-ing with their passion for the artist and inspiring them to become part of the legend in Britney’s return to the Vegas stage.

TESTING & EXECUTION

Our Strategic Approach included building out, executing and testing various creative and targeting approaches; leveraging activity across specific web pages by building sequential website audience groups and planning for events during the campaign such as “Britney Day” in Vegas. Using proprietary CRM tools, Kinetic’s campaign management team then targeted fans via custom lookalike audiences and interest targeting. The most successful targeting was found in lookalike audiences built off Britney searches and Ticketmaster conversions.

Featured ChallengeBritney Spears’ multi-year Las Vegas engagement at Planet Hollywood features an upbeat extravaganza of this pop star’s career, targeting a mixed audience of in and out-of-market consumers. This campaign targeted fans in-market with last minute weekday ticket availability, with ticket sales as the primary KPI. Keying in on Britney’s audience groups, our creative team was tasked with developing a social ad campaign which spoke across audience groups; leveraging and playing off of the language of Britney’s catalog of songs and attitudes adopted by the pop icon’s fans.

+62% Lift in ROAS when using

custom audience targeting