Delta Vacations is part of the largest group of vacation package providers in the United States. Using Wildfire's Social Suite, they managed their social presence and ran multiple promotions on their social properties, resulting in a sustained engagement increase of 71%, and a 34% jump in revenue attributed to social channels.

Goals

  • Grow fan base and engagement in social as a way to drive bookings

Approach

  • 'From the Strip to the Surf Giveaway' featured a "like" meter calibrated to add a new trip to the giveaway "pot" at different levels of fan acquisition, starting with a 3-day trip to Las Vegas at 35,000 fans
  • Winners were randomly selected and all participating fans received a vacation discount code as a surprise gift

Results

  • Over 42,000 excited fans drove engagement up 130% during program with sustained increase of 71% after program
  • Delta Vacations saw a 34% jump in bookings for the period and record-high sales from social in the month following the program
Published
January 2013
Topics

Goal

Delta Vacations worked with brand advocacy firm, Ciceron, to energize its social media presence by driving community and engagement. The goal of the current program was to not only attract more fans, but to get them excited and talking about featured vacations as a way to drive bookings.

Background

Delta Vacations takes an integrated approach to its social presence, and offers followers a steady flow of content across Facebook, Twitter, Pinterest and YouTube. With Ciceron's help, Delta Vacations has closely integrated its social strategy with its company website, blog, and other marketing channels to ensure that followers receive consistent content across the social web. With each campaign, Delta Vacations drives followers to and from its social pages to deepen engagement and drive conversions.

Wildfire's tools helped us get great results for our client, and even saved them money — just the kind of effective partnership we love.

Solution

Using Wildfire's Social Marketing Suite, Delta Vacations and Ciceron partnered up to run a six-week "From the Strip to the Surf Giveaway" promotion. To fuel fan growth and sharing, the program featured a "like" meter calibrated to add a new trip to the giveaway "pot" for each 5k jump in fan acquisition, starting with a 3-day trip to Las Vegas at 35,000 fans. Winners were randomly selected at the end of six weeks, and all participating fans received a vacation discount code as a surprise gift.

Delta Vacations got exactly what it wanted from the program: nearly 14,000 excited, engaged new fans. Most notably, engagement peaked and stayed high, up 130% during the program with sustained increase of 71% even once the program ended. Sales got a direct boost from the program, too, with a 34% jump in bookings for the period and record-high sales from social in the month following the program. Overall, Wildfire's Suite fostered an easy, effective partnership for Delta Vacations and Ciceron, giving Delta Vacations content control and costs savings while Ciceron focused on overall strategy.

Company Background

Delta Vacations, in partnership with Air France Holidays and Alitalia Vacations, is operated, managed, and marketed by MLT Vacationssm, one of the largest providers of vacation packages in the United States.

Ciceron is a Brand Advocacy firm, located in Minneapolis, that combines brand strategy with experience design, operational design, and social marketing. Founded in 1995, Ciceron was one of the US's first pure digital strategy and marketing companies. The firm has a strong presence in travel, CPG, software start-ups, and B2B marketing.

[[content-callout-1]]