Dream 365

project-details

Project details

Inspiring the Internet, and the world, to Dream Big in California.

Client

Visit California

Agency Partner

MeringCarson
Sacramento, California, USA

Live Site

www.visitcalifornia.com/dream365tv

Challenge

Today’s consumer is “always on” – always plugged in, always in touch, and always engaging with content across devices and screens. Visit California sought to expand its foundational brand activity, once defined as television advertising, to include branded content accessible to would-be travelers 24/7.

Solution

The Dream365 Project is an ongoing initiative aimed at celebrating the “if you can dream it, you can do it in California” attitude. To do that, we gathered and created inspiring and motivational content centered around people chasing after their big dreams in the Golden State – inviting people around the world to dream big every day of the year.

On February 28, 2014, the Dream365 Project launched with a 24-hour takeover of YouTube’s masthead in the United States, Canada, Australia, and the United Kingdom. Dubbed “24 Hours, 24 Dreams,” the campaign featured a new teaser video in the masthead every hour, with all 24 full-length videos housed on a custom YouTube gadget, as well as a mirror experience on Visit California’s website.

Result

• Click-through rate of 0.28 percent — exceeding the average across all industries, including entertainment
• Interaction rate of 13.1 percent — nearly seven times the industry benchmark
• A 21 percent increase in overall California travel search volume on Google during the week of launch compared to prior year, and exceeding the prior week’s year-over-year growth by 1.5 times
• Among YouTube home page visitors, viewers exposed to the Dream365 masthead visited the visitcalifornia.com site 306 percent more often than unexposed viewers in the United States, 165 percent more often in Canada, and 920 percent more often in the United Kingdom two days after the masthead takeover
• 17 percent lift in likelihood to visit California and a 7 percent lift in consideration to visit in the next 12 months
• 136.6 million impressions in one day, with a total of more than 2.5 years’ worth of content watched

Since launch, the 24 videos have continued to gain momentum, garnering more than 4.5 million views in the first 120 days.

Dream 365 Case Study

Floating Ramp

Mad King of Napa