Visit Estonia conducts around 15 international market campaigns annually, allocating a total budget of around 3.1 million euros. In spring 2023, a campaign was launched in the Finnish market, aiming to boost Finnish overnight stays in Estonia during the low season by showcasing Estonian culture and spring-summer events.

The campaign was equipped with specific, measurable goals that were diligently tracked throughout the campaign period. In 2022, Visit Estonia's team crafted a comprehensive metrics system for campaigns, along with a campaign dashboard to facilitate enhanced analysis of campaign objectives and results. These robust tools have significantly streamlined the process of setting and achieving campaign goals, allowing for more intelligent and cost-effective campaign execution.

On this occasion, Visit Estonia took a more profound approach to data analysis, embarking on essential impact studies for our campaigns. We commissioned both a video gaze tracking study and a campaign impact study with the aim of not only evaluating goal achievement but also ascertaining campaign visibility, creative effectiveness, and its influence on the target audience.

The video study aimed to evaluate the advertisement's effectiveness by analyzing gaze tracking and emotion measurement results. In contrast, the campaign impact study focused on identifying the campaign's visibility across various media types, the effectiveness of creative elements (comprehensibility and likability), its influence on the target audience's travel plans, and the characteristics of study participants (gender, age, income, etc.). Both studies also aimed to ensure that the campaign's creative concept, message, target audience, and channel utilization were aligned with the campaign's numerical objectives.

The campaign was very successful in achieving its goals.The campaign exceeded expectations across all key metrics, with a 431.6% increase in impressions, a 443.3% increase in clicks, and a 5.50% increase in the average conversion rate (CTA). Specifically, the campaign reached 106 million impressions, generated 760 thousand clicks, and resulted in 33 thousand conversions. The campaign also had a positive impact on quality sessions, with a 563% increase in the number of quality sessions and a 10.9% increase in the percentage of quality sessions from visits.

The campaign reached 24% of Finns and generated a 19% increase in interest in visiting Estonia. The campaign was also effective in targeting its message to the right audience, with 57% of viewers finding the campaign enjoyable, 67% finding the ads attention-grabbing, and 53% understanding the message.

The campaign's success highlights the importance of data in marketing. By using data to understand the target audience and measure the effectiveness of campaigns, marketers can create more effective and efficient marketing campaigns.