Destination Wedding Content Marketing
I built awareness around WorldFirst’s FX capabilities which help keep loved up Aussie couples from blowing their destination wedding budget.
EMPLOYER
WorldFirst Foreign Exchange
PROJECT
‘DESTINATION WEDDING’ CONTENT MARKETING CAMPAIGN for WORLDFIRST
ROLE
Marketing Communications Manager
CONTENT STRATEGY
Me
COPY
Me
AMPLIFICATION/MEDIA BUYING
Me
Brief
WorldFirst Foreign Exchange needed to build awareness of their currency exchange services with audiences seeking to marry overseas. Research showed that Australians still prefer using their banks for FX services as they were unaware that there were cheaper alternatives or competitors. Additionally they are using credit cards to pay for wedding services in countries outside of Australia (eg. stylists, event coordinators, accomodation.)
I created a content strategy, implementing a suite of articles and an amplification plan to reach the target market. Target audience would be women aged 25-50, recently engaged, living in Australian capital cities.
Approach
- Took verbal “issue briefing” from Head of Sales team
- Created reverse brief with key content strategy as main tactical marketing activity, including content pillars, channel and amplification plan and KPIs
- Briefed media vendors Plista and Outbrain on campaign objectives, timelines and budget
- Created search engine optimised (SEO) written content and sourced key imagery for article suite
- Socialised campaign plan and content marketing articles to internal stakeholders for approvals
- Published articles on Company blog using WordPress CMS
- Implemented paid Facebook campaign set-up and monitored campaign metrics for optimal outcomes
- Created post-analysis evaluation report using Google Analytics, Facebook campaign analytics and vendor analytics
Collateral
- 3-4 “Buzzfeed” type articles centred around tips, locations and tricks for destination wedding
Achievements
- Achieved CPC of $0.14 per article with target audience in Australia (attributed to high “shareability” of article topics – one article was shared 292 times. See picture below.)
- 4,748 new users during campaign period
- 6,134 sessions during campaign period
- 8,866 page views during campaign period
- 67.67% bounce rate from wedding specific articles
- 8.9% increase in new customer registrations for destination weddings attributed to this campaign over October and November 2016
Find Out More
- “3 Affordable Wedding Destinations You’ve (Probably) Never Considered” on the WORLDFIRST BLOG (AU)
- “7 Destination Wedding Hacks for 2017” on the WORLDFIRST BLOG (AU)