At the Spa PR Company, we recently executed an advertorial campaign that met expectations and significantly exceeded them. This case study explores how we leveraged a strategic partnership with Wanderlust Magazine, to maximise visibility and engagement for our client Gran Canaria Health and Wellness, ensuring an outstanding return on investment for their spa partner properties.
The Strategy
To maximise our client’s budget, we conducted an in-depth demographic and media consumption analysis ahead of the booking. This research allowed us to identify the best title to work with, ensuring that our content resonated with the target audience.
The search terms used to gather this data included:
- Do you enjoy visiting a Spa/Having a spa treatment when on holiday?
- Have you visited Spain or any of the Spanish Isles?
- Are you planning your holidays/short breaks in the next 12 months?
Based on the results of this, we booked an advertorial placement with Wanderlust Magazine, securing a guaranteed KPI of 2,000 page views. Still written by their skilled writers, with an editorial feel, the goal was to enhance brand awareness and drive meaningful engagement with a highly relevant audience.
The organic reach of the article was complemented by a targeted social strategy. By leveraging Wanderlust’s Meta pages, the content was amplified to the right audience, maximising its impact and longevity.
The Results
The campaign’s success far exceeded our initial expectations:
- Delivered Page Views: 4,362 (+118% above KPI)
- Social Impressions: 179,000 (sponsored from Wanderlust Meta pages)
- Total Engagements: 4,610 (likes, shares, comments, and clicks)
- Evergreen Content: The article remains live and findable on Wanderlust’s site, continuing to drive value over time.
Key Takeaways
- Strategic Media Partnerships Work: Choosing a trusted platform like Wanderlust ensured that the content reached a highly engaged audience.
- Paid Social Amplification Drives Results: The 179k sponsored impressions played a critical role in boosting engagement and extending the article’s reach.
- Evergreen Content Keeps Giving: Unlike short-lived ad campaigns, an evergreen advertorial continues to deliver brand exposure long after its initial run.
- Data-Driven Decisions Matter: Conducting demographic and media consumption analysis ahead of time allowed us to select the most effective title and platform, maximising impact.
Conclusion
This campaign is a testament to the power of a well-executed advertorial strategy, proving that even last-minute marketing budgets can be put to excellent use. By partnering with the right platform and leveraging targeted social support, we were able to deliver exceptional results well beyond our original KPI.
Looking to make the most of your marketing budget? Get in touch with us to craft a winning strategy tailored to your brand’s needs!