In the late 2000s, when Florida’s biggest beer connection was the “Busch” of Busch Gardens, Tampa Bay’s burgeoning crop of microbreweries and brewpubs single-handedly put the Florida craft beer scene on hopheads’ radar. More than a decade later, Tampa Bay remains one of the Sunshine State’s best-kept secrets for foodies and craft beer lovers.
Visit Tampa Bay partnered with IZEA to share this local gem with the whole country, encouraging travel and overnight stays to people who love great brews and delicious food.
To execute, we tapped four foodie and craft beer lifestyle influencers for a social sponsorship campaign. These creators shared 19 pieces of top-notch content as they experienced Bay Crafted, a local craft beer-themed event hosted by Visit Tampa Bay.
Scope
Managed sponsored social
Promoted posts
Content repurposing
KPIs
Engagement
Clicks
Impressions
CPE
In the late 2000s, when Florida’s biggest beer connection was the “Busch” of Busch Gardens, Tampa Bay’s burgeoning crop of microbreweries and brewpubs single-handedly put the Florida craft beer scene on hopheads’ radar. More than a decade later, Tampa Bay remains one of the Sunshine State’s best-kept secrets for foodies and craft beer lovers.
Visit Tampa Bay partnered with IZEA to share this local gem with the whole country, encouraging travel and overnight stays to people who love great brews and delicious food.
To execute, we tapped four foodie and craft beer lifestyle influencers for a social sponsorship campaign. These creators shared 19 pieces of top-notch content as they experienced Bay Crafted, a local craft beer-themed event hosted by Visit Tampa Bay.
Scope
Managed sponsored social
Promoted posts
Content repurposing
KPIs
Engagement
Clicks
Impressions
CPE
19.01%
ENG RATE
563K+
ENGAGEMENTS
4.88M+
TOTAL REACH
$0.11
CPE
19.01%
ENG RATE
563K+
ENGAGEMENTS
4.88M+
TOTAL REACH
$0.11
CPE
Check out our latest collab with Visit Tampa Bay!
“IZEA not only found amazing influencers for Visit Tampa Bay to partner with, they coordinated travel and managed content development. The video and images developed from the campaign were authentic, exciting, and truly captured the essence of the destination.”
Elisa DeBernardo
Account Director, FKQ Advertising
Platform
Instagram
Brews and Bites, Ahoy!
We hand-picked influencers who know good food and great beer, and will go the distance to get it. They love sharing it with the world through authentic, engaging lifestyle content.
Instagram Carousel Posts
Our influencers created four Instagram in-feed gallery posts to chronicle their Tampa Bay brewery and restaurant tour, as well as inspire positive comments related to the Bay Crafted event. This provided a wider variety of high-quality imagery to be repurposed through ContentMine™.
4
POSTS
4.44%
ENG. RATE
78K+
IMPRESSIONS
3K+
TOTAL ENGAGEMENTS
Dani & Nico
@twooutsiders
160K+
Followers
Meg Harrell
@meg.for.it
53K+
Followers
Alyssa Fagien
@atl_bucketlist
250K+
Followers
Instagram Videos
Our creators delivered a combined 17,030 views and a strong 32.47% engagement rate, which indicates that Visit Tampa’s target audience is more interested in compelling video as opposed to static content.
4
VIDEOS
3.51%
ENG. RATE
47K+
IMPRESSIONS
1.7K+
ENGAGEMENTS
Annie Alvarez
@anniealvarez
87K+
Followers
Dani & Nico
@twooutsiders
160K+
Followers
Meg Harrell
@meg.for.it
53K+
Followers
Instagram Story
A total of 11 Instagram Story frames inspired 835 total actions, including 673 sticker taps. @Atl_bucket list had the highest total actions taken and reached the most accounts. @Annieatoz even value-added a blog post where she shared her experience in Tampa Bay, allowing us to make an additional 177 impressions.
11
FRAMES
3.51%
ENG. RATE
47K+
TOTAL ACTIONS
1.7K+
ENGAGEMENTS
Alyssa Fagien
@atl_bucketlist
250K+
Followers
Annie Alvarez
@anniealvarez
87K+
Followers
“That’s it… I’m moving to Tampa!”
Consumer engagement shows that followers are moving lower through the funnel.
Big Wins on the Bay
Visit Tampa Bay and IZEA paired up to spread the word about the city’s award-winning microbreweries and increase travel to the Bay. And our crew of beer-loving creators pushed us above and beyond our campaign goals.
Our sponsorship campaign reached over 4.88 million followers through July and August and garnered 563K engagements on a tight $66,250 budget. The campaign’s CPE was extremely competitive, coming in at $0.11 compared with our travel/tourism vertical benchmark of $28.76.
What’s more, our influencer from outside the Sunshine State, @Atl_Bucketlist, provided the highest number of replies and engagements, indicating that authentic travel content about Tampa Bay resonates with our target audience.
