Welcome back to the new school year
As students and workers began returning to their daily commute, Northern Rail began to welcome more passengers onto their services, particularly those aged 11-18 who use the services to travel to school. We were tasked with creating entertaining and educational content that would capture their attention, whilst raising awareness of wearing a face covering on public transport. We challenged three TikTok creators to come up with fun and engaging content, with each creator wearing a face covering to create their content. The creators to achieve an incredible overall unique audience of over 733,000 which was a huge 233% increase on our target. The content also achieved over 198,000 views, resulting in a 27% view rate, a key metric for a brand awareness campaign. We also achieved over 32,000 engagements, resulting in a 4.4% engagement rate, exceeding the industry benchmark of 2.5%.
The Challenge
The Solution
The Results
More Success stories
Putting Malta on the map
We were given the exciting challenge of increasing awareness of Malta as a top holiday destination for families, couples and solo travellers. The approach in achieving this goal was through focusing on particular tourist attractions, day trips to certain areas within Malta, top hotels and sought after restaurants. We also ran a competition to win a trip to Malta in order to drive higher engagement and actionable outcomes. The campaign itself was all created on the ground in Malta had a quick turnaround with all content being reviewed and live within 24 hours of creation. The campaigns impact revealed incredibly positive sentiment had been achieved in particular in regards to specific attractions and the idea of visiting Malta for a holiday destination. There was also extremely high engagement through link clicks to download individual creator bespoke itineraries and to enter the competition to win a trip to Malta. These combined outcomes proved the success of the campaign in driving awareness but more so overachieved through demonstrating in actual effect in positively influencing audiences behaviours and actions.
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#visitsaudi
Influencer partnered with the Saudi Tourism Authority to showcase the country being a top holiday destination for travellers post covid, where a lot of countries saw a drop in travel after the pandemic. In the space of two weeks from brief, the first group of creators travelled to the country for a 5 day trip to see the wonder Saudi has to offer and to explore a country that hasn’t been visited by many tourists. Since 2019, we partnered with Visit Saudi to showcase the country as a top holiday destination, most recently for post-covid holidaymakers. In the space of just two weeks, we had recruited over 30 content creators for a 5 day tour of Saudi, offering them the opportunity to explore parts of the country that many tourists had not yet had the chance to see. Across 2022 to 2023, we took over 300 content creators to Saudi on 26 individual trips, delivering more than 8x more content - and over 100 million more impressions - than forecast across Instagram, YouTube, and TikTok. We also supported 12 unique in-country events, including the Saudi Cup, the Middle Beast music festival, the F1, Formula E, and Riyadh Seasons. The result of the campaign was significant, with a GWI report showing that 60% of the audience who viewed our campaign content would now consider booking a holiday to Saudi, when they hadn’t done before.
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