After successfully creating a better Surfline Premium landing page, I hypothesized that regionalized creative combined with high-quality content would drive conversion rates even higher.

Challenge: The rate of Premium penetration in Florida was below California, which meant there was opportunity to grow the number of Surfline subscribers in Florida, just in time for hurricane season (Florida’s peak surf season)

Hypothesis:  Regionalized creative + high-quality content would drive conversion rates even higher.

Results: Florida surfers loved the relevant content, and the content provided a great gateway for these users to explore the benefits of Premium. When we looked at how the content impacted conversion rates, we learned that we had more work to do in a market already saturated with free surf forecasting and camera solutions.

Since we had Florida surfers’ attention with the content, we decided the next step was to provide more value with a downloadable e-book or guide. In exchange, we would capture their email address and use this to nurture leads along the buyer journey.

 

Phase 1 

Create Florida-specific landing page and creative assets

 

Phase II

Use Readymag, a digital publishing tool, to launch high-quality content created specifically for Florida surfers.

The ‘Spotlight Florida’ feature included a photo gallery, photographer interview and Q&A with a regional surf forecaster. The talented team of influencers we tapped for creative assets helped to promote the content to their networks after launch.

On the final slide, users were presented with a call to action to start a free trial or learn more about what Surfline Premium could do to help them get better waves in Florida.

Phase III

Activate influencers and promote ‘Spotlight Florida’ via email, social and on Surfline.com

Wrap up: This geo-targeted campaign created social media buzz around Premium in a region where there was great opportunity for growth. Plus, the creative team now had a formula for a regionalized content marketing campaign that could be tested and refined. Our next campaign tackled the northeastern United States during a particularly exciting hurricane swell in fall 2016…