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IRISH FAIR: META AD CAMPAIGN

DIGITAL ADVERTISING CASE STUDY

Project Overview

Orchestrated two high-impact Meta advertising campaigns for the Irish Fair Festival (June 24 – Aug 7, 2025), strategically driving event interest and traffic among Local Festival Goers and Saint Paul locals. These combined campaigns successfully reached 27,635 unique users, delivered 1,096 Link Clicks at an efficient $0.27 per Link Click with a strong 2.02% CTR, and resulted in 10 Confirmed Bookings. This project showcased my real-time digital advertising optimization skills, leveraging compelling creative and data-driven iterations to achieve measurable success.

Campaign at a Glance

  • Client: InterContinental Saint Paul Riverfront
  • Campaign Type: Meta Traffic Campaigns
  • Objective: Drive event interest, traffic, and confirmed bookings for the Irish Fair Festival.
  • Target Audience: Local Festival Goers, Saint Paul locals.
  • Campaign Dates: June 24, 2025 – August 7, 2025

Campaign Visuals

OVERALL CAMPAIGN PERFORMANCE DATA
AD PREVIEWS

Key Metrics

Irish Fair Weekend Getaway Campaign

  • Reach: 12,878
  • Link clicks: 768
  • CPC (cost per link click): $0.27
  • CTR (click-through-rate): 2.98%
  • Amount spent (USD): $150.69
  • Post engagements: 846
  • Impressions: 25,807
  • Frequency: 2.00

Ceol on the River Campaign

  • Reach: 16,777
  • Link clicks: 328
  • CPC (cost per link click): $0.43
  • CTR (click-through-rate): 1.15%
  • Amount spent (USD): $140.52
  • Post engagements: 379
  • Impressions: 28,549
  • Frequency: 1.70

The Core Challenge

My strategy focused on these key areas:

  • Audience Segmentation: Conducted thorough research into behaviors and demographics to identify distinct segments: Solo Travelers, Families, and Couples. This led to creating three highly tailored ad sets, leveraging keywords already tracking well to reach receptive audiences and maximize relevance.
  • Collaborative Visuals: Developed ad visuals that truly showcased the festival’s vibrant atmosphere. This involved collaborating directly with the Irish Fair to acquire and utilize real, authentic imagery, crucial for driving engagement and trust.
  • Creative-Driven Performance: I emphasized developing exceptionally compelling creative and clear calls-to-action. This approach was key to ensuring the high volume of traffic generated was of the highest quality, effectively maximizing off-platform bookings.
  • Agile Optimization & Budget Scheduling: Continuously monitored live performance to make real-time adjustments to ad sets and bids. Strategic budget scheduling ensured efficient spend and optimal reach throughout the campaign.
  • Booking & Revenue Tracking: Lacking direct Meta Pixel access, I collaborated closely with the sales team to accurately track confirmed bookings and associated revenue, ensuring a clear understanding of campaign ROI.