Contiki ‘Switch on Social Travel’ Travel Contiki Australia
The Brief
Show 18 to 35-year-olds that Contiki is the best option for affordable, all-inclusive social travel.
OUR INSIGHT
Social media distracts travellers from connecting to people and places in authentic, transformative ways.
The IDEA
We subverted the traditional use of influencers by encouraging them to take time offline and fully enjoy the Contiki experience – sans distractions – the way the brand intended it when founded, back in 1962.
In doing so, we allowed real friendships to flourish and gave creators the space to develop an actual affinity to the brand in a way that wouldn’t feel forced or transactional. Their focus was on the experience, not their audience, and made for much richer content later, plus a whole slew of authentic brand advocates.
RESULTS
DRIVING BRAND AWARENESS
The campaign achieved an organic reach of 12 million
PIQUE AUDIENCE INTEREST
Campaign delivered 325K engagements, 3x above forecasted KPIs
DRIVING STRONG CONVERSION
Nine paid influencer ads drove over 60% of the attributed US bookings vs. 44 standard display ads live in the same period.