In Spring 2017, American Tourister got the green light to launch it’s localized, Hungarian Facebook page. Doupla come on board to help kickstart the page and introduce a new product range to the local market – Bon Air.
Everybody loves to travel, but reading about brand attributes, maybe not so much! We managed to educate our target audience about brand and product benefits in the most appealing and entertaining way.
Let's see step by step!
Besides starting the social media site, we introduced influencers on Instagram to promote Bon Air products and deliver the brand’s message to their followers. We managed to highlight positive brand attributes using innovative Facebook tools and formats as well as through a national PR campaign all the while sticking to the campaign’s key visuals.
American Tourister Bon Air conveys a lifestyle message to it’s audience, therefor our task was to connect these messages with product benefits and communicate them in the most fascinating way!
We crafted a content calendar based on product benefits gleaned from the client brief and our own insight. Every piece of content strived to educate our Facebook audience in a playful manner. We combined Facebook traffic campaigns, offer ads and the benefits of post boost in order to achieve the most effective and interactive result.
Supporting our social media campaign, we utilized product placement ads in popular publications. Joy magazine shared all articles on their social media channels as well, using #meandmyAT #utazunk #mutiholvagy hashtags.
As American Tourister does not have a local Instagram account, we reached out to some of the biggest, most authentic local influencers on the platform and made them brand ambassadors to help us get the campaign message across.
Smize Divat, Festy in Style, Utazómajom, Hedvig Karakas and Verrasztó siblings Evelyn and Dávid all collaborated with us to help popularize the brand, in action, -at its element -while traveling. Each piece of branded content was accompanied by a personal note, a travelogue and coupon codes. These codes could be exchanged for discounts in the American Tourister webshop. On several occasions, posts were connected to a Facebook competition that offered valuable AT prizes to followers.
During the first month of the campaign we invited our Facebook followers to join us in a live a challenge. Geo Tracking style tasks were given to guide them through various, exciting locations in order to find traces that eventually led them to American Tourister Budapest Store, where they got a Bon Air luggage of their choice. Goal: To raise brand awareness / introduce product benefits / boost sales.
DURING THE CAMPAIGN, WE REACHED 1,7 MILLION PEOPLE ON FACEBOOK, RECRUITED 1550 NEW FOLLOWERS IN THREE MONTHS WITHOUT ANY FACEBOOK LIKE ADS & DOUBLED THE AMERICAN TOURISTER WEBSHOP TRAFFIC.