Contiki had created a global campaign with little to no appeal to Kiwis. Rather than wasting time on paid social media influencers how could we use real young Kiwis and their mates to hero the campaign?
We invited Kiwis to choose the travel archetype that suited them best, with the chance to go on the trip of a lifetime. Then we chose the most interesting applicants and asked each finalist to make a video proving why New Zealand should choose them, kicking off the voting on Facebook. Finally, we sent the squad off on their trip to Europe, keeping the social media buzz going the whole way.
Contiki Squad achieved a massive increase in brand conversation, expanded Contiki’s NZ database and generated 1,060 sales leads directly from the campaign, with:
- More than 2000 entries
- Appeared in over 1 million Facebook feeds
- An average campaign advert CPM of $2.60 (industry average is $10-$12)
- A 4.51% engagement rate on Facebook posts, 3.5x the average