Summary

To boost visibility and downloads for less popular guides, we built a remarketing strategy focused on user interest. By aligning creative with on platform interest targeting, we improved performance across key engagement metrics.

The Strategy

We began with an audit of current guide traffic and performance identifying three guides that aligned with interest segments in Meta’s platform. We layered on audience interest data to our site traffic audiences and deployed a creative refresh across social to drive meaningful re-engagement.

• Identified guides with low engagement but high potential with Google Analytics data from multiple channels
• Built audiences using the Meta pixel and Meta interest layers for art, architecture, and hiking
• Created carousel and video ads that previewed key highlights from each guide

The Bottom Line

By re-engaging users with new content that related to their existing interest, we were able to scale performance beyond the usual city guide and showcase more of what the city offered. Refreshed creative that previewed the guide content delivered stronger results at a lower cost in a 5 month period.