Case Study

Case Studies / Emberglow Outdoor Resort

Emberglow Outdoor Resort

The Objective

Emberglow Outdoor Resort, a unique camping destination in Mill Spring, NC, sought to address the challenge of low occupancy rates during weekdays. Initially focusing on increasing mid-week stays, the resort’s marketing strategy evolved to encompass a broader scope, aiming to promote all aspects of their diverse lodging options, RV camping facilities, on-site store, and off-season experiences.

The Solution

Our team implemented a comprehensive multi-channel targeting strategy that included:

  • Google Pay-Per-Click (PPC): Targeting individuals searching for campgrounds near their location.
  • Lookback Audience: Targeting people who previously visited nearby campgrounds or stored their RVs in a local storage facility.
  • Addressable Geofencing: Using lookback data to target individuals at home on their connected devices.
  • Social Media Lookback Targeting: Directly targeting individuals identified through lookback data by name.
  • Social Media Lookalike Audiences: Targeting people with similar demographics to those identified in the lookback data.
  • Social Retargeting: Displaying social ads to people who visited the website.
  • Intent Targeting: Reach beyond Google who expressed interest in camping based on the content they consumed online.
  • Website Retargeting: Targeting individuals who visited the website.
  • Booking Engine Retargeting: Targeting users who clicked through to the booking page.

The Results

  • Google Pay-Per-Click (PPC): 63,557 ads served, 7,361 clicks (11.58% CTR), and 330 conversions.
  • Addressable Geofencing (Lookback Targeting): 145,835 ads served, 169 clicks (0.12% CTR).
  • Social Media Lookback (Name Targeting): 156,870 ads served, 186 clicks (0.12% CTR), with 137 link clicks.
  • Social Media Lookalike Audience: 162,540 ads served, 4,812 clicks (7.96% CTR), and 4,812 link clicks.
  • Social Retargeting: 56,031 ads served, 4,318 clicks (7.71% CTR), with 1,596 link clicks.
  • Intent Targeting: 50,065 ads served, 300 clicks (0.60% CTR).
  • Website Retargeting: 33,334 ads served, 367 clicks (1.10% CTR).
  • Booking Engine Retargeting: 4,167 ads served, 17 clicks, and 13 view-throughs (0.72% CTR)
The Google Pay Per Click and social media campaigns, particularly Look Alike and Retargeting, were the top performers in terms of engagement and clicks. To date, the campaign successfully generated bookings, with 99 confirmed bookings from the targeted audience.

What The Client Says

Since working with the team at Influence Digital Agency we have been able track direct booking from their campaign and increase our revenue year over year. We have been able to promote our seasonal events and create awareness for our “winter” store and stay options.”

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