HOLLAND. THE ORIGINAL COOL.

A CASE STUDY BY

One  of  the  most  successful  digital  campaigns  in  the  travel  space,  the  award-­‐winning  "Holland.  The  Original  Cool."  launched  in  May  of  2013  and  continues  to  this  day—soon  to  enter  its  4th  year.    Our  initial  core  assignment  was  to  effectively  engage  a  target  audience  of  young,  educated,  afEluent,  urban-­‐skewing  travelers  to  consider  Amsterdam  -­‐  perhaps  for  the  Eirst  time  -­‐  as  a  preferred  travel  option.    To  achieve  this,  we  needed  to  challenge  their  notions  of  what  experiences  Holland  had  to  offer.      

To  get  better  acquainted  with  #HollandCool,  we  invite  you  to  Eirst  watch  the  below  Case  Study  Video  (produced  at  the  end  of  2014).  

WATCH  THE  2014  HOLLAND  CASE  STUDY  VIDEO  Password:  holland

CAMPAIGN  OVERVIEW

2014  Adrian  Award  Gold  Medal  Digital  Marketing,  Video

Two  Awards  of  Excellence  at  the    2014  Communicator  Awards    

honoring  “excellence  in  marketing  and  communications”    

Best  Branded  Content,  Business  to  Consumer  (Online  Video)  &  Best  Online  Video,  Travel

Travel  Weekly’s  2014  Gold  Magellan  Award  Best  Destination  Promotional  Video

WINNER WINNER WINNER

KEY  RESULTS  TO  DATE

•  Over  2.4mm  total  campaign  views  on  Youtube  alone  •  Coverage  on  100+  top-­‐tier  media  outlets  •  Over  300,000  social  engagements  and  counting  •  Multiple  travel  industry  awards    •  A  Cost  per  Visit  that  has,  through  constant  optimization  and  reEinement,  decreased  each  quarter  since  2013.

The  #HollandCool  launch  video  was  a  viral  smash  out  of  the  gate  (over  1  million  views  in  the  Eirst  three  months),  but  we  didn’t  stop  there.    Below  you  will  Eind  a  few  of  the  most  notable  results  to  date:

Pim  de  Koel  (or  Pim  “The  Cool”)  is  the  embodiment  of  Dutch  hipness  and  our  #HollandCool  host  and  spokesperson.    One  part  bike-­‐toting  Brooklynite,  one  part  “Most  Interesting  Man”  in  Holland,  with  just  a  dash  of  Willy  Wonka,  Pim  wants  nothing  more  than  to  tell  the  world  about  the  all  the  amazing  things  Holland  has  to  offer—and  that’s  not  just  tulips  and  cheese.  Artisanal  foods,  green  energy,  cutting  edge  art  and  design,  an  open  and  progressive  culture—these  things  and  more  have  been  part  of  the  cultural  fabric  in  Holland  for  generations.      

DUTCH!

MEET  PIM

HOLLAND.  THE  ORIGINAL  COOL. EPISODE  ONE:  CAN  COOL  BE  TAUGHT? EPISODE  THREE:  CAN  COOL  BE  STOLEN?

KEUKENHOF DUTCH  LESSONS  WITH  PIM:  HOLLAND VAN  GOGH

Mustache  has  created  over  25  videos  for  Holland  since  the  inception  of  the  "Original  Cool"  campaign  -­‐  from  micro-­‐spots  disseminated  on  social  platforms  like  Tumblr  or  Instagram,  to  2-­‐minute  web  commercials.    Regardless  of  length  or  strategic  positioning,  all  spots  have  served  to  engage,  educate,  amuse  and  inspire  American  consumers  in  the  consideration  stage  for  travel  to  Holland.

THE  VIDEOS

HOLLAND.  THE  ORIGINAL  COOL.

The  Mustache  team  also  conceived  and  produced  an  ongoing  series  of  shareable  content  hosted  on  the  ofEicial  Holland  tourism  website  and  serving  to  both  expand  upon  key  themes  from  our  campaign  and  further  engage  interested  travelers.

THE  DIGITAL

HOLLAND.  THE  ORIGINAL  COOL.

For  the  social  space  has  been  an  steady  stream  of  ancillary  digital  content  in  the  form  of  image  memes,  infographics,  listicles  and  more.    Each  asset  is  hosted  on  an  ofEicial  campaign  Tumblr  channel  designed  and  developed  by  Mustache,  and  disseminated  through  various  social  and  paid  campaign  outlets.    Our  data  conEirmed  that  consumers  who  engage  with  a  piece  of  branded  #HollandCool  content  Eirst,  spend  more  time  on  Holland.com  considering  a  trip.

THE  SOCIAL

THE  PRESS  RESULTS“Holland.  The  Original  Cool.”  continues  to  receive  rave  reviews  from  top-­‐tier  media  outlets  in  Travel,  Advertising,  Branding,  Culture  and  more,  each  applauding  its  unique,  engaging,  often  humorous  but  always  educational  approach  to  tourism  marketing.    To  date  the  campaign  has  been  featured  in  over  100  online  outlets.  

Reception  has  been  equally  encouraging  in  the  social  space,  with  the  #HollandCool  video  series  earning  over  an  over  97%  positive  sentiment  from  consumers.

THE  RECEPTION

CPV  ($)

$0.00

$1.50

$3.00

$4.50

$6.00

1H  2013 2H  2013 1H  2014 2H  2014 1H  2015

Cost  Per  Visit  to  holland.com/cool

$5.06

$4.21

$2.47

$1.56

$0.94

We’re  constantly  striving  to  engage  the  most  relevant  consumers  in  new  and  meaningful  ways  across  video,  digital,  social,  paid  media,  earned  media,  and  more,  turning  those  initial  engagements  into  return  visitors,  and  those  return  visitors  into  new  travelers  to  Holland.  

Working  with  the  latest  content  syndication,  programmatic  buying,  and  video  distribution  platforms,  in  addition  to  fully  reimagining  the  campaign  website  experience  towards  a  Content  Marketing  approach  (less  ads,  more  stories)  our  team  has  over  three  years  dramatically  reduced  our  Cost  per  Visit,  increased  overall  Elow  of  qualiEied  trafEic  to  campaign  landing  pages,  and  created  a  highly  optimized,  highly  strategic  consumer  funnel  that  yielded  a  CPV  of  .94  in  the  ^irst  half  of  2015.      

How  cool  is  that?

THE  OPTIMIZATION

THANK  YOU                                      FROM

CONTACT  US.  

20  Jay  Street,  Suite  430  Brooklyn,  NY  11201  Phone:  212-­‐226-­‐3493  www.mustacheagency.com  

JOHN  LIMOTTE  Founder/Executive  Producer  Email:  johnl@mustacheagency.com  

TODD  GRIFFIN  Head  of  Accounts  Email:  toddg@mustacheagency.com  Phone:  646.326.9102  

JEFF  CAMBRON  Director  of  Marketing  Email:  jeffc@mustacheagency.com