Enni & Kirsikka's ultimate
road trip across Scandinavia
Client: ebookers
Categories: Paras somekampanja | Paras vaikuttajamarkkinointi | Paras digitaalinen sisältömarkkinointi
COVID-19 stopped international traveling for a while, so when borders were opening in the spring 2022, Finns were eager to start traveling again. To commemorate the travel season, online travel agency ebookers wanted to show how to create the ultimate summer trip.
ebookers knows that no two travellers are the same, and therefore every trip is unique. Any campaign by ebookers should always inspire people how they can incorporate individual passions into their travel plans.
STARTING POINT
In early 2022 we conducted a study to find out what Finns dream of when traveling. From this, we discovered that when Finns travel, music is one of the top 3 things we want to experience. When asked, as many as 36% of respondents said they want to plan their next trip around a concert, show or music festival.
After two years with very few big shows and concerts, music fans couldn’t wait to see their favourite artist perform live again. As big stars often skip Helsinki during their world tours, for many Finns this would require a trip abroad. In fact, the earlier mentioned study showed that 6 out of 10 respondents said their favourite artist or band, despite touring in Europe, was not coming to Finland.
We wanted to show that traveling abroad to a top artist’s show or concert is the perfect opportunity to travel, see your favourites on stage, and create a trip uniquely tailored to you.
STRATEGY
We wanted to show, what a perfect roadtrip following one’s passions looks like.
To show how convenient and fun a passion led roadtrip booked through ebookers is, we sent Enni Koistinen and Kirsikka Simberg, podcast hosts, influencers, podcasters and self-proclaimed mega fans of Harry Styles, on a trip to see Harry perform in Stockholm. On top of being Harry Styles fans, they have a wide following of active travellers passionate about music, great food, design and city culture, and most of all creating their dream trips.
To inspire others to make similar travels, we created a six-day road trip from Stockholm to Copenhagen and published three inspiring episodes on the brands’ Youtube channel.
CREATIVE SOLUTION
The road trip was documented on camera and we published three short episodes that were released on ebookers’ Youtube channel. In addition, Enni and Kirsikka posted inviting and inspiring snippets from the trip on their own social media channels both during their travels as well as when the content went live.
In the episodes, Enni and Kirsikka travel to Stockholm to see Harry Styles perform, but simultaneously, many of their other personal passion points and interests can be spotted during the trip. They go vintage shopping in Stockholm, partake in a Danish pastry cooking workshop and visit the Fredriksborg castle in Denmark and much more.
The road trip series was also supplemented with media coverage with native advertising and press outreach to promote the topic further and position ebookers as the leading expert in creating perfect trips.
IMPLEMENTATION
Through the roadtrip we were able to create content that people truly wanted to watch and spend time with the ebookers brand. On ebookers’ social media users reminisced of their past road trips with friends and tagged their friends to invite them to check out the video series.
On Youtube, the ebookers’ videos were viewed nearly 1.8 million (1.796,436) times, while impressions numbers were even higher, close to 4 million (3,970,264). Staggering numbers for a country in which 5.5 million people live. The cost per view with $0,03 was the lowest of any ebookers campaign in history and much lower than similar paid content on Youtube. At last, our view through rate, the number of completed views of a skippable ad over the number of initial impressions, was 45%, which again is way above average.
To support the campaign further, the episodes were promoted on Facebook. The total reach was more than half a million (509,971) and impressions over five million (5,179,482). Cost per result was $1.09.
Content published by the influencers themselves generated 3407 likes and more than two thousand clicks via the swipe up links added to Instagram Stories directing to ebookers.fi. The content published by Enni and Kirsikka inspired many fans with similar interests to share memories of their favorite trips abroad to see Harry Styles, and start planning the trip to the next Harry Styles concerts abroad.
All in all, results for this campaign were far better than the KPIs set prior and industry standards.
RESULTS
509, 971
Reach
3,970,264
Impressions
$0:03
Cost per view
45%
View through rate
YOUTUBE
1,796,436
Total views
5,179,482
Impressions
$1.09
Cost per result
CLIENT
PLANNING & PRODUCTION