Success stories

Tourism Ireland

Driving traffic and video views for Tourism Ireland.

TI
1.4 M
Video Views
£0.01
Cost Per View
16 M
Impressions

The Objective

Tourism Ireland is responsible for marketing the country of Ireland as a leading holiday destination. So where better to run an awareness campaign highlighting the best the Emerald Isle has to offer than TikTok?


The Solution

Tourism Ireland worked with social agency Coolr, a badged TikTok Marketing Partner, to develop TikTok ad creative that drives traffic, awareness and video views.


The campaign focused on highlighting that people of Ireland are what makes the place such a fun and memorable destination, dispelling preconceptions people may have had of the country (surrounding price, access, stereotypes etc) and showcasing off-the-beaten-track destinations and hidden gems.


Coolr worked with two TikTok content creators to create six video ad creatives: @sashaferg covered budgeting in Northern Ireland and @sianolwinkatrina showcased the A-Z of Northern Ireland. These videos were then boosted as Spark and Auction Ads.


Media Agency, OMD UK planned and activated the campaign with the objective of maximising video views above 6 seconds; they aligned with TikTok's best practices and tested a broad targeting focused only on location and demographic.



The Results

Tourism Ireland's campaign exceeded its targets, garnering over 16M impressions, 1.4M video views (65% increase on forecasted KPI) and a cost per video view of £0.01 (66% performance increase on forecasted KPI). And now all we want is a few days off to relax on Whiterocks Beach.

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