Hughes & Co. was tasked with creating a holiday campaign for the Town of Lincoln to promote traffic to their ShopLincoln.ca directory as well as promoting Lincoln as a safe holiday shopping destination. A secondary goal of the campaign was to expand their reach and access a new audience for the town. The overall theme was of supporting local businesses and experiencing the small town charm of Lincoln during the holidays.
The design aesthetic was to evoke feelings of a cosy, traditional holiday season. Natural elements and leafy tendrils were used in the logo design for a soft and welcoming look. All that was missing was a name and so, Your Hometown Holiday was born!
The campaign consisted of 12 static image ads run across Instagram, Facebook and the Facebook audience network targeted at a local audience. The images chosen for the PPC ads were representative of Lincoln’s businesses while being consistent with the campaign’s aesthetic. The ads also featured images of business owners wearing masks to position Lincoln as a safe place to shop during a pandemic. Throughout the campaign, the team monitored the performance of each ad and adjusted budgets and ad placements accordingly. Three videos were also produced to highlight a number of local businesses and were promoted across social media channels. Rather than a hard sell, we created videos that would add value for consumers offering tips and advice for the season; Holiday Hosting 101, Local Gifting Guide and Hometown Holiday Favourites.
The PPC ads led to a custom landing page where shoppers could learn more about the purpose of the campaign and access Shop Lincoln’s directory of businesses. A second landing page was created for the campaign’s business partners which offered advice and guidance on digital best practices and downloadable campaign assets for businesses to use on their own social media channels. This helped us to further increase the reach of the campaign by leveraging the influence of business partners.
The campaign was a success, reaching over 200,000 of ShopLincoln.ca’s key demographic as well as reaching a new Millennial audience. The gorgeous imagery, festive messaging and the goals of the campaign made it an absolute pleasure to work on for the team and Hughes & Co!