It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Travel group, Helloworld, is claiming its recent #helloworldRelay social media initiative a success after chalking up more than 10,000 enquiries from customers over a seven-day sales period.
Partnering with over 60 countries and 80 lead Instagrammers, the activity was based around an Instagram relay, #helloworldRELAY, that captured and showcased countries, cities, people and places, through images on World Tourism Day (27 September).
As part of the campaign, live content from the #helloworldRELAY hashtag was captured and distributed dynamic updates across Adshel’s Sydney Trains digital screens, engaging audiences and encouraging them to interact and share their own experiences and photos.
Twenty-nine Instameets were also hosted globally from 70 participants including a double-decker bus in Hobart, paddleboards in lord Howe Island, and the top of Blackcomb Mountain in Whistler, Canada.
According to Helloworld, the relay gained a worldwide audience of more than 260 million including 8.1 million Australians, off the back of 16.515 Instagram posts, 5,391 tweets and 1077 Facebook interactions. The company also claimed it reached an audience of 22.8 million on Instagram, with the most popular images including the US, Thailand, NSW, Oman and England.
In addition, more than 360,000 engagements took place across its social channels, all of which resulted in more than 10,000 enquiries from customers over a seven-day period, Helloworld said.
Helloworld CMO, Kim Portrate, said the #helloworldrelay is one of many campaigns being run for the brand over the course of the next year.
“The successful global sale we hosted immediately after the relay also showed that we were able to turn lookers into bookers of travel with increases in sales,” she said.