Sandals: Building awareness and changing perceptions through Social

Building awareness and changing perceptions through Social

The Project

We were approached by Sandals to create a campaign to recruit a specific demographic of holidaymakers and challenge the common misconceptions around all-inclusive holidays.

With an ageing but loyal customer base, Sandals were looking to broaden their reach to create a new, younger generation of brand advocates.

In response, eight&four developed a campaign with Influencers at its heart to ensure we showcased the extensive Sandals offering.

Seek

To drive a change in perceptions we sought a range of influencers that specialised in a wide range of sectors, outside of just travel alone. From fitness and adventure influencers to showcase the range of activities, to photography and lifestyle influencers to showcase the luxury elements of the Sandals experience.

Also ensuring these influencers’ audiences aligned with the new target demographic for Sandals was key to our approach.

Speak

Building on our influencer partnerships, we created an over-arching campaign message encouraging our new audience to ‘Just Add Love’.

We developed a campaign microsite to allow potential customers to experience Sandals through the content curated by our influencers, and a suite of bespoke social content was developed to create campaign consistency across all channels.

Seed

With a combined audience profile of over 600K, our influencers allowed the Sandals message to reach a large but highly relevant audience of potential customers. Alongside this, a detailed Paid Social strategy was developed to draw users down the funnel, driving campaign awareness before driving users to site to explore the experience. Finally, a phase 2 competition rallied the audience to engage on social channels.

This case study was first published on recommendedagencies.com on 01/11/2017.

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