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Category: Influencer Marketing

18
Aug
28
Oct

#FIJINOW

THE CHALLENGE

On 20 February 2016 Fiji was hit by the biggest storm in the country’s history, Cyclone Winston. In the wake of Cyclone Winston, visitor arrivals to Fiji plummeted. Tourism Fiji needed a market-ready campaign to counteract the negative media that was making people nervous about travelling to Fiji and cancelling their holidays.


 

THE SOLUTION

The most authentic and believable way to show that Cyclone Winston hadn’t affected some parts of Fiji was to publish real-time images of unaffected areas of Fiji and the fastest way to get this to market was Social Media. We immediately launched the #Fijinow hashtag encouraging people on the ground in Fiji to become our content creators and share imagery. Circul8 created a tagline ‘Bula As Usual’ to echo the bula spirit of the Fijian people during this recovery time.

We lined up a group of social media influencers with a global following of over 1.3 million to travel to Fiji and share their experiences in real-time. Our influencers were tasked with demonstrating to their followers around the world on Instagram, Facebook, Twitter & Snapchat that “This is Fiji Now”, it’s “Bula as Usual” and Fiji had recovered quickly and many resorts had returned to normal. The influencers also promoted our campaign hashtag.

Circul8 set up a bespoke version of our custom content aggregation tool, Aggreg8, to feature as a campaign hub on the official Tourism Fiji website and dynamically show a live updated feed of images directly from our influencers in Fiji and other travellers using the hashtag #fijinow.


 

THE CHANGE
  • – The #FijiNow campaign restored consumer confidence to book a holiday to Fiji.
  • – Fiji visitor arrivals are at record levels in 2016 with a 4.8% increase in visitors in August 2016.
  • – Video content received over 627,000 views
  • – 1.16 million engagements on social media
  • – 25 million campaign impressions
  • – Tourism Fiji social channels grew by 19,330 fans
  • – Estimated media value of campaign $290,000

 

21
Jun

Discover Magical Kenya

CHALLENGE

Kenya is a rich and diverse holiday destination with many different experiences on offer to Australian travellers. How can we highlight all the different aspects of a holiday in Kenya in a way that resonates with the Australian market?

SOLUTION

We sent 5 influencers to Kenya, each tasked with documenting different product categories that Kenya wanted to highlight: Wildlife, Adventure, Luxury, Culture and Conservation.  We then used this content to create 5 themed stories of their experiences, with the public able to enter to win that adventure at the end of each. Our campaign partner, Canon, opened up exposure to an even wider audience. 

RESULT

We hit double our target for database growth with more than 50% of traffic to the website from new users and an average bounce rate below 35%. The users loved the campaign and gained a new awareness of the various of experiences on offer from a destination like Kenya.

24
Aug

Tourism Fiji

Circul8 are responsible for Tourism Fiji’s global social media and digital campaigns. Regions include Australia, NZ, USA, Canada, Europe, India, Hong Kong and China.

AWARDS: 2013 Silver W3 Award – Social Content – Social Presence
Featured as best practice social media in Facebook’s official guide for ‘Tourism Boards on Facebook’

IMPACT & OUTCOMES
Visitor arrivals increased 5.3% and tourism earnings increased by 6.6% in 2014
13.8% increase in visitor arrivals in June 2015 compared to June 2014
Consolidated, effective world-class social media and digital marketing ecosystem
Increased Tourism Fiji’s social media followers by 157%
Built an email database from zero to over 74,000 email contacts to leverage for further marketing
Innovative approach using Influencer Marketing developing strong relationships with digital influencers for continued destination exposure
The success of Tourism Fiji’s social media has galvanized support from trade partners, tour operators and other brands to participate in future campaigns
Up-skill of Tourism Fiji in-house staff on social media best practice and innovation through Circul8 led training programs