YOLO COUNTY
FARM-TO-TABLE
CAMPAIGN OVERVIEW
The 2025 Farm to Table marketing campaign built off the momentum of a 2024 campaign highlighting Yolo County’s rich agricultural heritage, positioning and reinforcing it as a mustvisit destination for memorable culinary delights. 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 county.
YOLO
COUNTY YOLO COUNTY
CAMPAIGN OVERVIEW CONT.
• Campaign Duration: June - August 2025
• Total Spend: $20,000
$15K on Datafy
$5K on Meta/Google
• Platforms:
Meta (Facebook & Instagram) - 6/16/25 - 8/15/25
YouTube - 6/16/25 - 8/15/25
Datafy - 6/13/25 - 8/15/25
Objectives:
Increase visitation and overnight stays
Increase awareness of Yolo County as a destination 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
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KEY PERFORMANCE HIGHLIGHTS
Total Impressions: 2.65M
Total Clicks: 31,694
Click-Through Rate (CTR): 1.55 (up from 1.44 in 2024)
PLATFORM-SPECIFIC PERFORMANCE
META (FACEBOOK & INSTAGRAM)
• Total Impressions: 214,890
• Total Clicks: 9,311
• Click-Through Rate (CTR): 2.92% (compared to .64 in 2024 campaign)
• Cost per Landing Page View: $1.21
• Best-Performing Post/Ad: Received 47% of all clicks
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KEY PERFORMANCE HIGHLIGHTS
GOOGLE/YOUTUBE
• Total Impressions: 1.3M
• Total Clicks: 20,259
• Click-Through Rate (CTR): 1.57 (compared to 2.23 in 2024)
• Cost per Landing Page View: 0.36
• 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
We tested a different campaign structure on Google to see if we could reach users showing high intent. While the overall CTR was lower than in the previous Farm to Table campaign, those who clicked were more engaged and 847 more landing page views clicked deeper into the site (close to 8% more overall and close to 3% that visited the lodging page) than we did in the 2024 campaign.
DATAFY
• Total Impressions: 1.14M
• Total Clicks: 2,124
• Click-Through Rate (CTR): .19
• Total Trips: 1,034
• Total Visitor Days: 2,191
• Total Room Nights: 130
• Estimated Campaign Impact to Destination: $169,172
• Estimated Campaign Impact to Hotels: $24,310
CREATIVE & MESSAGING INSIGHTS
The ads users interacted with the most featured not only farm fresh food, but had a focus on groups enjoying food together.
*Analytics pulled from Datafy on 9/19/25 and include one month of attribution data. The bottom five categories will continue to grow as data is continuously pulled from those who engaged with the ads during the campaign’s run.
VIDEO LINK
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FINAL TAKEAWAYS
WHAT WE DID WELL
Creative Optimization – We were able to capitalize on the creative from our previous Farm to Table efforts and center our new creative approaches around the themes and visual elements that users interacted with the most. We can see that results-based changes were successful with higher engagement during this campaign.
Audience Development – We were able to re-target and re-engage users who interacted with the previous Farm to Table campaign and reach users like them in this iteration. The benefit of having this audience now defined can be seen with a higher CTR on Meta which is also an indication of users moving down the funnel.
FINAL TAKEAWAYS
OPPORTUNITIES FOR IMPROVEMENT
Value-Driven Messaging:
• Incorporate more storytelling to evoke emotion and encourage deeper engagement.
Greater Creative Variety:
• While we have data showing what has worked in this campaign, it’s wise to continue experimenting with diverse ad formats and visuals to keep content fresh and relevant in future campaigns and see if we can optimize content that resonates even further.
NEXT STEPS:
MOVING USERS FURTHER DOWN THE FUNNEL
Moving forward, we will use the data we’ve collected to retarget audiences that are proving to have moved down the funnel to reach our ultimate goal of driving conversions (hotel bookings).
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