Lake Austin Spa Resort - The Unplug Campaign

How do we use digital content and media to encourage people to take a break from the very platforms we’re advertising on? With a campaign that showed them exactly how to escape from that technology. Our “Unplug” campaign combined “Off My Phone. In My Element” and “Recharge. No Cords Required.” with tranquil images, showing readers they can achieve that “disconnected” feeling by booking at Lake Austin Spa Resort.
Our goal was to create an integrated paid and organic strategy to inspire users to disconnect from technology and reconnect with themselves, their friends, and their families by redeeming Lake Austin\'s Summer Escape offer, which included discounted stays, and spa and fitness credits. Our secondary KPIs included landing page sessions, click-throughs from landing page to store, and an increase in social engagement.
Using an integrated approach across paid channels and tactics, we targeted users with relevant messaging throughout each stage in the booking funnel through video and social ads, display, and search. Instagram stories allowed future and potential guests to use our out of office posts and messaging on their own channels.
As a result of the campaign, we grew our social media following substantially, adding 2,000 Instagram followers and 1,100 Facebook page likes. Google Search generated $251,774 in revenue and 1315% in ROAS. Our integrated efforts drove 81,664 visits to the campaign landing page and 28K clicks to from the page to the store. More than 20 million users viewed our ads during the campaign across Google Display, Search, and paid Facebook/Instagram.
The Disconnect Campaign attracted 94,000 pageviews (an 8% share of total site pageviews), 84,600 sessions (25% share of total site sessions), and drove 7,450 unique “Book Now” clicks.
We ran this offer from May - September book by Dec 2019 and saw 2,394 guest nights booked and $1,262,859 in revenue.