The Kentucky Wildlands
Objective
Create an engaging, creative, three-month long campaign promoting the launch of The Kentucky Wildlands’ Waterfall Trail. This campaign, once created, would need to be pushed out successfully via organic social media efforts across both Facebook and Instagram.
The results of which will 1) Garner 500,000 organic impressions on FB and Instagram 2) Collect more than 50,000 organic engagements and 3) Collect more than 100 photo contest entries. Our target audiences were adults 25-54 and those interested in travel and outdoor adventure at all levels.
Strategy
Pineapple Public Relations created a three-month long social media campaign, April 2023 through June 2023, consisting of organic social media posts across Facebook and Instagram, designed bi-weekly Instagram Stories, and a photo contest. In order to create a successful campaign, Pineapple PR first outlined a content calendar of all posts and Stories for the duration of the campaign, highlighting relevant events, such as International Waterfall Day.
Prior to the launch of the Waterfall Trail, Pineapple PR curated user-generated content from local photographers and videographers of featured waterfalls and teased the unveiling of the trail on social media. Once the launch of Waterfall Trail was announced, Pineapple PR continued to post about the new trail and conducted a photo contest on both Facebook and Instagram to encourage visitors and locals to visit the new trail and share their images for the chance to win a prize.
This promotion featured 2-4 posts a week on Facebook and Instagram, scroll-stopping posts featuring high-quality imagery and catchy, yet informative, captions, call-to-actions in all posts to request Waterfall Trail guides and designed Instagram Stories, which also featured links directly to the Waterfall Trail landing page.
Results
The campaign’s success was evaluated based on total organic impressions, organic engagements, and guide download requests. Just in the month of May 2023, they garnered more than 766,000 organic impressions and 64,000 organic engagements.
In the month of June 2023, the photo contest collected 200 entries. In reaching these results, they surpassed the campaign goals of 500,000 impressions, 50,000 engagements, 1,000 guide downloads, and more than 100 photo contest entries.
