Case Study: ThinkMystic Influencer Challenge

Increase Tourism Through Influencer Marketing

the

CAMPAIGN

ThinkMystic executed two influencer campaigns—”Best Day in Mystic” and “Hidden Gems of Mystic”—designed to boost tourism and spotlight the region’s most unique and memorable experiences. 

Each campaign invited content creators to showcase their personal take on Mystic, offering $3,500 cash prizes to the top-performing influencer in each challenge. 

  • By leveraging the creativity and reach of digital creators, the campaign is intended to drive new attention to Mystic’s charm—driving awareness, interest, and future visitation.
the

OBJECTIVE

The goal was clear:

  • To increase tourism through ThinkMystic 
  • Increase Digital content, engagement and awareness of Mystic
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APPROACH

To achieve these objectives, RDS implemented a multi-faceted marketing strategy that focused on:

  • Participation: To have a contest, you must have participants. RDS ran a targeted Meta campaign alongside manual outreach to drive participation. 
  • Efficient Outreach: By leveraging an influencer contest, more influencers are able to post content as opposed to paying for each piece of content. 
    • This allows for a lower CPM and higher reach. This also creates a virality/buzz with many influencers posting all at a similar time about the same place.
    • RDS boosted select influencer content to maximize the impact of user-generated visuals and drive broader visibility for Mystic.
  • Content Creation: The contest prize is awarded to the producer of best, most engaging content. Influencers are incentivized to producer higher quality content to win the cash prize. This results in more content and high quality content.

DM

Digital
Marketing

IM

Influencer
Marketing

SM

Social
Media Management

the

RESULTS

  • Together, the two campaigns generated strong engagement: 
    • 44 influencers participated
    • Collective following of 781,000 
    • 1.7 million total views