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Williamson County Uses Contextual Headers to Boost Regional Tourism

It’s always exciting to create new features and add functionality to our products, but it’s even more satisfying to see what people do with them once they’ve been launched.  Clients are constantly finding new ways to put our features to work, and when they use them in tandem with the other tools in their belts, great things happen, as illustrated by our friends at Williamson County CVB.  Using Facebook location data, existing tourism videos and our new contextual header, the Williamson County team was not only able to further personalize its user experience, but also promote three of its tourism initiatives simultaneously:

1. Short-haul trips from its key markets: Atlanta, Birmingham and Chicago

2. Franklin 150, the Battle of Franklin sesquicentennial

3. #FranklinTN, its social photo hub

With #FranklinTN, Williamson County was already boasting a helpful header, with links to local attractions, events and resources:

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But as an ambitious CVB with an established dedication to social, the Williamson County team sensed an opportunity to leverage the data it was already getting from Facebook Ads to optimize #FranklinTN to boost promotion for its key initiatives.

The catalyst: contextual headers

The purpose of Lens is to make brand experiences more personal, so we asked ourselves: why not extend that spirit of social hospitality from the gallery to the header?  With our new contextual headers, brands can now set up different versions of their headers geared toward particular pockets of their audiences and control which version a user sees based on a set of triggers.  Whether it’s a special thank-you message for event attendees or a video showing the best places to eat in your city, Lens can dynamically adjust to personalize content.

Williamson County took full advantage of the added functionality, using contextual headers to tailor the Lens experience to users in its key markets: Atlanta, Birmingham and Chicago.  With short-haul trips – those that can be made on a single tank of gas – from those three cities accounting for a significant portion of its tourism revenue, building relationships with those regional anchors is an ongoing priority for Williamson County.  As such, it was already running targeted Facebook ads aimed at residents of those locales, which meant that they were collecting demographic data in the process.  Sensing an opportunity to further personalize its outreach, Williamson County used that data to tell Lens which header to show users who clicked the ad links.  Depending on which city was closest, users saw one of the following headers when they land on Lens:

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Try it for yourself!  Take a trip over to #FranklinTN and try changing the URL to see how easy it is to show your audience you care!

The personalized headers made for a more intimate experience, but they also opened the door for another promotional opportunity.  By embedding campaign videos produced by the state tourism office, Williamson County was able to cross-promote Franklin 150, a full-scale reenactment of the Battle of Franklin, to an extremely relevant user base.  Who’s going to be more likely to want to travel to Franklin than someone who’s within driving distance and has already taken an interest in the city?  By leveraging the Facebook Ad data to customize Lens, Williamson County carried its personalization forward through the ad process, increasing the efficacy of the campaign and the return on its investment in social.