The Presidio, a National Park in San Francisco, launched a seasonal campaign to generate conversation and awareness on their mission to provide an experience for all. That’s where Fem came in, to help amplify their message through paid social.
Working alongside strategic agency partners, Fem aligned forces with Most Likely To on supporting social components for The Presidio’s Bring Your Own summer campaign. The goal was to increase visitation from Bay Area residents—in particular those residents who have never visited and who have been an historically underrepresented presence in national parks.
The resulting campaign showcased the visitors as much as the natural environment, driven by the inclusive invitation to “Bring Your Own” personality, culture, and interests to the Park.
Increase in intent to visit
(vs. goal of 10%)*
Increase in awareness of the Park
(vs. goal of 2%)*
As measured by external research firm Swayable. Note this campaign recently concluded and we do not yet have post-campaign visitation numbers.
It’s all about exploring – whether you want to experience nature and history, taste new flavors, or go camping in the city.
• social strategy
Organic Social FY22-FY23 Audit
Social Discovery
Competitive Analysis
Develop Campaign Social Strategy Framework
Influencer Opportunity
• Influencer Sourcing and Management
Fem gathered list of 25 influencers living in the Bay Area with specific demographic and affinity interests to drive awareness and conversation about The Presidio
BIPOC Targeting: Asian American, Black and LatinX
Demographic Targeting: Parents, Grandparents, Gen Z and LBGTQ
Affinity Targeting: Camping / Hiking Culture, Travel & Tourism, Foodies and Golfing
Managed Influencer contract agreements and onsite visit to The Presidio - custom itinerary development with Presidio Trust team
• paid social
Developed a (4) month media flight and messaging framework for each campaign and unique ad set for targeting
Bring Your Own Flavor
Bring Your Own Imagination
Bring Your Own Curiosity
Bring Your Own Love
Bring Your Own Joy
Monthly campaign performance review with client - monitoring creative and consumer sentiment
Shifting strategies for more efficient CPCs and CPVs
