Grand Canyon West
National Rugby League Report
Using Meta to drive engagement with the National Rugby League
This four-day paid Meta campaign used National Rugby League content with targeted paid support to drive engagement. The goal was to optimize for video views, targeting Facebook and Instagram followers and first-party data. With a $750 budget, the campaign delivered strong results, showing the impact of quality content and precise audience targeting.
Key Performance Highlights
- High engagement and completion rate: Of nearly 80,000 impressions, over 14,000 people watched the video to completion, a 17.8% completion rate, well above industry averages.
- Cost efficiency: The $9.43 CPM was below average for high-engagement video campaigns, maximizing reach.
- Strong click-through rate: The campaign saw an 8.25% CTR, showing compelling creative despite not being optimized for clicks.
- Cost per click exceeded benchmarks. With a $3.77 CPC, the campaign delivered site traffic at a lower cost than typical travel and tourism benchmarks.
- The sizzle reel generated the most engagements and video completions.
Key Takeaways
- This campaign re-engaged earned audiences who typically miss organic content due to platform algorithms.
- Low CPM and high engagement rankings confirm the content resonated and outperformed paid social benchmarks.
- Despite a video view objective, the campaign drove 199 clicks to the website, signaling strong audience interest.
Organic Social Media Summary
Grand Canyon West published 8 posts and 15 stories over the five-day period, including 6 reels and 2 photos posts. Several of these posts earned the highest reach and engagement metrics on Facebook and Instagram since January of 2024. There were a total of 8 collaborations through posts by GCW as well as by NRL and NRL teams.
*Note: BTV took over GCW social media starting in August of 2024. Meta's statistics will currently only share stats from 1/1/24 to present.
Comparison: Top 3 social posts since Jan 1 2024
Views: 61,797
Reach: 39,085
Interactions: 2,751
Views: 18,699
Reach: 64,597
Interactions: 170
Posts: 6
Views: 1.5K
Interactions: 87
Combined:
Views: 81,996
Reach: 103,682
Interactions: 3,008
Conclusion
This campaign proves high-quality content and smart targeting drive efficient engagement. Expanding the paid social strategy beyond organic content can greatly increase reach and impact. With a larger budget and conversion-focused optimization, future campaigns can drive even stronger business results.