Case Study: Department of Culture and Tourism – Abu Dhabi achieves 15.9M video views and up to 86% lower CPM/CPE with Emplifi Social Marketing Cloud

How to stay close to the travel community in uncertain times - and even experience growth

The Department of Culture and Tourism - Abu Dhabi faced the challenge of staying close to the global travel community and maintaining awareness during the COVID-19 downturn. To keep audiences engaged with its #StayCurious campaign and make every promotional dollar count, the Department partnered with Emplifi and used Emplifi Social Marketing Cloud to plan, schedule and measure digital engagement.

Emplifi implemented a data-driven workflow — from deep audience insights and AI recommendations to primetime scheduling, automated labeling and a custom performance dashboard — and centralized community management and paid boosts for top-performing content. The results were strong: up to 86% lower CPM & CPE, 15.9 million video views, 85 million impressions, 168k interactions and over 5.3k new followers, demonstrating Emplifi’s impact on campaign efficiency and reach.

Department of Culture and Tourism

Saeed Rashed Al Saeed

Destination Marketing Director