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The Whistler
This campaign was run to create a sharing amplification for the launch of John Grisham’s The Whistler. It was targeted to existing Grisham fans to build social momentum, grow awareness and attract new consumers from a younger demographic. The program achieved significant success with these objectives.
View Campaign Metrics
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- Media Budget: $7,500
- Cost Of Opt-in: $.23
- FB Referral Impressions: 2,714,478
- FB Personal
- Referral CPM: $.36
- TW Referral Impressions: 754,832
- TW Personal Referral CPM: $.10
CONVERSION FUNNEL:
- Campaign Visits: 147,985
- Campaign Entries: 51,997 (35% conversion of visits to entry)
- Campaign Opt-ins: 32,421 (62% conversion of entries to opt-in)
FAN SHARING STATS:
- 9,276 fans shared 12,719 times on multiple platforms
- Facebook Shares: 8,061 creates 2,714,478 – 1st person referrals
- Twitter Shares: 3,629 creates 754,832 – 1st person referrals
- Email Shares: 924- 1st person referrals
- LinkedIn Shares: 276 – 1st person referral
- Share Link: 303 – 1st person referrals
- FAN SHARE CONVERSION:
Free sharing created:
- 3,470,813 1st person referral impressions
- 24,381 visits came from fan sharing
FAN INFLUENCER STATS:
- 5,167 influencers brought in at least 1 visitor
BENCH MARK DEMOGRAPHIC:
- 78% Female
- 22% Male
BENCH MARK AGE:
- 18-24 – 1.5%
- 25-34 – 4.2%
- 35-44 – 9.1%
- 45-54 – 19.7%
- 55-64 – 34.8%
- 65+ -30.7%
TRAFFIC MEDIUM:
- Desktop 56%
- Mobile 36%
- Tablet 8%
PROGRAM AVERAGE DEMO:
- 75.3% Female
- 24.7% Male
PROGRAM AVERAGE AGE:
- 18-24 – 3.75>%
- 25-34 – 10.57%
- 35-44 – 14.93%
- 45-54 – 24.65%
- 55-64 – 30.55%
- 65+ -15.55%
REACH:
- US – 84.50%
- CAN – 12%
- International 3.5%
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