The Vineyards at Porter Ranch opened in early 2019 as the premier shopping and dining destination in Porter Ranch. When we connected with their team, their goal was clear: increase foot traffic to our tenants and build our brand recognition in the community. While their operations team brought in new brands, our team was to bring in new customers through social, partnerships, content, events and ads. We also wanted to shop, sip coffee and eat lunch there. You know, for research.
One month after EMB became The Vineyards’ digital and experiential marketing partner, COVID-19 shut down the world. With shopping and dining screeched to a halt, and consumers confined to their homes, we had to pivot like we’ve never pivoted before. We had to rapidly develop an all-digital approach to create community engagement, increase social following, and grow awareness and visibility.
The first part of our engagement campaign was a digital egg hunt on Facebook for Easter. Our graphic designer hid three cute and colorful eggs representing easy, medium and hard difficulty in an assortment of photos of The Vineyards. Users were tasked with finding all of the eggs, and three random winners received prizes.
Due to smart targeting and continuous engagement, the boosted post reached 17,000+ local users and yielded 1,879 engagements with minimal spend. That’s a $0.05 cost per engagement! We also had six users share the post, three users click the call-to-action (Message Us) button and 52 comments. Not bad for the page’s first-ever paid post.
From there, EMB also executed a successful Mother’s Day and Father’s Day social engagement campaign, as well as a digital trick-or-treat campaign where users had to find clues scattered across The Vineyards’ website. In the meantime, we also ran a one-month likes campaign with very low spend due to COVID-era budget constraints. Together, these initiatives grew website visits from 10,000 visitors per month to over 22,000 visitors per month, grew engagement rates from 18.04% to over 200% during these various campaigns, reached 106,897 people, 2,072 post likes, 765 profile clicks and grew The Vineyards’ social following by 300 on Instagram and 800 on Facebook, all with a small total outbound spend.
"It’s a pleasure working with you all. Thank you for your creativity and flexibility!" - Shannon Quilty
As a testament to their praise, The Vineyards at Porter Ranch renewed their 12-month contract in early 2021, so we're totally in a long-term relationship now. <3