After working with Harlaxton Manor for more than four years, Carrington is well versed in their annual activities. One such event is their autumn 1940s weekend, where vendors from across the country come together to transform the Manor into what it might have looked like during wartime. With dressing up encouraged, along with performers, entertainment, vehicles, and more on show, it’s a much-loved event. To help boost awareness, sales and engagement with the event, Carrington have run paid social campaigns for the past two years. With the success of the previous year as a benchmark, we wanted to try and improve engagement and targeting to make the campaign more cost-effective with a higher ROI. Building on our learnings from the previous year, we came up with a plan that focused on showing the visuals of the event to a highly targeted audience. Through a combination of detailed targeting options within Meta, lookalike audiences and a wider location range, we were able to almost double the audience size and increase forecasted results. Once in place, we tested a variety of creative compared to the previous year, including single image ads, video ads and carousel ads to see which the audience responded to best. “We love working with Carrington. The team is so helpful and friendly and they have helped push our events to the right audiences. We have had great success reaching a huge number of people and we look forward to continuing working with them.” As expected, the video ad outperformed the other creatives by far, with a low cost per landing page view of only £0.13. As a result of our actions, we were able to improve page engagement by nearly 10x, boost page likes by 3x more, and gain nearly 4x the number of comments and likes than the previous year – while reducing both the cost per engagement and the cost per like by 80% year on year. Talk to us about paid social Tell us a bit about your event and what you’d like to achieve, and we’ll be in touch within one working day. Cutting cost per engagement by 80% for Harlaxton Manor’s 1940s weekend
The brief
The challenge
Our approach
A bigger, better-targeted audience
Testing the creative
The results
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More of our work
Harlaxton Manor
30Kpage engagements
-80%cost per engagement year on year
-80%cost per like year on year
£0.13cost per landing page view
Bethan Price
Events Manager, Harlaxton Manor
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