Adjoy is proud to announce that The Captiva Farms Adjoy® case study for small business has brought about unprecedented results for small business client, Captiva Farms. Captiva Farms is a horseback riding farm, located about 25 minutes from Ottawa, Canada.
Summary for Captiva-Adjoy® campaign
Total Budget: $250 dedicated to the Children’s Hospital of Eastern Ontario
Video Content: A 1:06 minute promotional video featuring horseback riding at Captiva Farms.
Media Strategy: Link to Adjoy® video was placed on homepage. Video was tweeted and shared on Facebook by Captiva and Adjoy staff (3 people).
Facebook “Likes”: The campaign generated 105 “Likes” in 18 days. 99 Likes occurred during the campaign, and 6 likes after campaign completion.
Video Views: 769 engagements of the video, with 703 full views registered
Video Metrics: 8.58% abandonment rate; .91% bounce rate; 1% CTR
Traffic Sources: 86% Social Media; 13% Referring Sites; 1% Search Engines
Testimonial: Captiva Farms plans on launching more Adjoy campaigns. They are extremely happy with the impact that this has had on brand-association and traffic.
“YouTube was not delivering as much traffic as we had hoped. Adjoy® provided a quick and easy solution. We pinched ourselves when we found out that the cost was simply a donation to a charity that we care deeply about.” - Craig Clost Sr, Owner, Captiva Farms.
Highlights
Social Media “Likes”: The video page received 105 likes over the course of the campaign. The page hosting the same video, and also featured on the homepage of the website received no likes. The webpage with the second most facebook likes has a total of 7. This is a 15x (1500%) increase in the number of likes on the next best performing page.
SEO: Search engines are now favouring pages with high social media “like” validation. With over 100 likes on the campaign page, Captiva Farms can continue to feature this completed campaign as a testament to the company’s charitable investment.
Video: Though an identical video was posted on YouTube three weeks earlier and also featured on the Captiva Farms website, the total number of views on YouTube is less than one third the number of views for the Adjoy® campaign. Total YouTube views remain at 215.
Positive Brand Association: The entire campaign was driven by social media sharing, based on emotional attachment to a cherished local institution (Children’s Hospital of Eastern Ontario). This means high-quality levels of user engagement and brand association.
Ongoing Recommendations: The creative messaging in the video should reflect the intention and nature of the campaign in future efforts. Captiva Farms intends to invest in videos that have a “charitable spin”, in order to make the entire user experience more congruent and more effective.
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