BOOKING.COM TRIP OF A GENIUS Travel Booking.com Netherlands
THE BRIEF
Booking.com wanted to raise awareness of their Genius loyalty program, with a creator-lead campaign to create cultural relevance, placing it in the centre of conversations amongst young travellers.
OUR INSIGHT
Whilst many loyalty programs are seen as confusing and offering meagre rewards, the great thing about Genius is that you can start collecting perks from your very first booking. It’s so simple that it doesn’t take a genius to travel like one.
THE IDEA
We partnered with Brooklyn Beckham (who has gained notoriety as an “un-genius” for dabbling in numerous careers over the years with mixed success), to playfully celebrate the genius in absolutely everyone. Together we creating a tongue-in-cheek social mockumentary that touted his new-found calling as a travel expert.
THE RESULTS
REACH
The campaign generated more than 9M views across all social platforms, getting picked up by an array of media outlets.
EARNED MEDIA
Our social content generated an impressive earned media value of $2.1M (Tagger data).
TALKABILITY
The campaign sparked a hugely positive reaction, with Brooklyn able to silence his critics whilst helping Genius achieve a 434% increase in mentions.