Contiki had created a global influencer campaign with little or 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 over a thousand sales leads directly from the campaign.