With the holidays just around the corner, Dollar Rent-a-Car was getting ready to capitalize on the high demand for rental cars and family travel plans. Harnessing the power of social media, Dollar Rent-a-Car hoped to attract new fans to its Facebook and Twitter pages, where it could showcase its fan-exclusive holiday discounts and promotions.
Campaign Objectives
Expand subscriptions to Facebook and Twitter pages for holiday deals and promotions
Meet goal of 100K new impressions on the company website
Increase reach across multiple channels
Key Highlights
Paid search ads for users looking for car rental agencies, holiday travel plans, and holiday discounts
Cross-Channel Marketing: Promoted links to social media promotions through paid ads on search engines, publisher sites, email marketing, and video
Initial audiences were very receptive to Facebook promotions and shared link to the company page with friends
Results
Unique Visitors: 66% increase
Total Visits: 90% increase
Cost per Unique Visitor: 25% decrease
Cost per Visit: 59% decrease
Maintained Audience Engagement: 4.0+ PVs/visit
Click-Through Rate: 1.7%
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