YOLO COUNTY
FARM-TO-TABLE CAMPAIGN WRAP REPORT 2024
CAMPAIGN OVERVIEW
The 2024 Farm to Table marketing campaign highlighted Yolo County’s rich agricultural heritage, positioning it as a premier destination for culinary tourism. This campaign showcased the journey from local farms to restaurants and events, attracting foodies and potential visitors.
With a focus on increasing overnight stays, the campaign also helped elevate the profiles of local destination marketers (LDMs), working alongside them to highlight dining and accommodation offerings across the region.
YOLO COUNTY YOLO COUNTY
YOLO
COUNTY YOLO COUNTY
CAMPAIGN OVERVIEW CONT.
• Campaign Duration: October - December 2024
• Total Spend: $30,000
• Platforms:
Meta (Facebook & Instagram) - October 22 - December 20
YouTube - October 22 - December 20
Datafy - October 11 - December 7
• Objectives:
Increase visitation and overnight stays
Potentially tie in mid-week stays
Increase awareness of
Yolo County as a destination
Food/Wine/Ag events (including sale of tickets to these events)
Farm to Table dining in Yolo County
• Target Audience (individuals interested in):
Travel
Farm to Table Cooking
Wine Tasting
Agritourism
• Target Markets
Out-of-state
Reno
In-state
San Francisco-Oak-San Jose
Los Angeles
YOLO COUNTY
KEY PERFORMANCE HIGHLIGHTS
META (FACEBOOK & INSTAGRAM)
• Total Impressions: 3.2M
• Unique Reach: 563,228
• Total Clicks: 47,343
• Click-Through Rate (CTR): 1.44
• Video Views: 280,458
YouTube: 132,495
Meta: 147,963
• Total Impressions: 1.6M
• Total Clicks: 10,319
• Click-Through Rate (CTR): .64
• Cost per Landing Page View: $1.02
• Best-Performing Post/Ad: Farm to Table Ad #3 was the most effective ad, driving 37% of all Meta traffic to the Farm to Table Landing Page (2,736 out of 7,389)
PLATFORM-SPECIFIC PERFORMANCE
GOOGLE/YOUTUBE
• Total Impressions: 1.66M
• Total Clicks: 37,024
• Click-Through Rate (CTR): 2.23
• Cost per Landing Page View: $.30
• Best-Performing Post/Ad: Farm to Table Ad #1 was the most effective ad, driving 46% of all YouTube traffic to the Farm to Table Landing Page (11,589 out of 25,176)
DATAFY
• Total Impressions: 1.35M
• Total Clicks: 2,293
• Click-Through Rate (CTR): .17
• Total Trips: 8,667
• Total Room Nights: 976
CREATIVE & MESSAGING INSIGHTS
The ads users interacted with emphasized the freshness of ingredients in Yolo County with visuals showing food being prepared and enjoyed.
VIDEO LINK
FINAL TAKEAWAYS & RECOMMENDATIONS
WHAT WE DID WELL
Creative Optimization – Over the past year, we significantly improved ad creative, leading to a notable reduction in cost per impression. During the campaign, we achieved a CPM of under $5, a major improvement from previous campaigns, which ranged between $15 and $30 per thousand impressions.
Audience Development – For the first time, we successfully created and utilized retargeting audiences on both Meta and Google, allowing us to re-engage users and improve ad effectiveness.
Cost Efficiency – By building targeted audiences, implementing retargeting strategies, and optimizing creative, we significantly improved cost efficiency. The campaign achieved an impressive $4.59 CPM across Meta and Google, demonstrating highly effective ad delivery and reach.
OPPORTUNITIES FOR IMPROVEMENT
Platform-Specific Content:
• Tailor creative and messaging to align with the unique audience and format of each platform.
• Develop organic-feeling ads that integrate seamlessly into user feeds and feel less promotional.
Value-Driven Messaging:
• Incorporate storytelling and visually compelling content to evoke emotion and encourage deeper engagement.
Enhanced Creative Variety:
• Experiment with diverse ad formats and visuals, including video, carousel, and interactive content, to maximize audience engagement.
• Continuously test and optimize content to determine the most effective formats for each platform.
NEXT STEPS: MOVING USERS FURTHER DOWN THE FUNNEL
Activate Retargeting Campaigns – Leverage our newly built retargeting audiences to serve personalized, intent-driven ads that drive conversions, such as hotel bookings and trip planning.
A/B Test Creative – Refine messaging and visuals based on platform-specific user behavior to maximize conversion rates and ensure optimal campaign performance.
By building on these successes and refining our strategy, we can continue to enhance Visit Yolo’s marketing impact, drive greater engagement, and ultimately increase visitation and overnight stays.