The customer brief – Customer needs & objectives :
The aim was to promote Sunweb, to show the 3 communities what a Sunweb holiday looks like, and thus to develop the brand’s visibility and awareness among a target group of couples, families and groups of friends.
The main message: “A Sunweb holiday is easy to book, affordable in terms of price, and plenty to remember.”
The second objective was also to obtain new content with a transfer of rights to Sunweb.
The answer we came up with & Actions taken :
3 influencers were invited to go on a ski holiday with Sunweb: La_Poze for a couple’s holiday, lesmoonwalkers for a holiday with friends and CindyPoum for a family holiday.
We sent these influencers a #creatingmemories box containing a beanie, a neckband, a deck of cards and the program and brief.
The aim was for influencers to explain in stories and posts to their audience that they had been invited by Sunweb, and to explain that Sunweb is an online travel agency offering packaged ski holidays at unbeatable prices.
In the box, they also received a scratch card with 12 Sunweb challenges to complete. The aim was to encourage them to create content on site and to create a common thread between the 3 operations. We then collected 5 rushes per influencer and produced a reel recap of the #creatingmemories mission.
We then monitored the operations, making sure that the briefs were respected, and that the content negotiated was published with the right hashtags and tags… we were also available to manage the stay and answer the influencers’ questions.
This reel could then be shared on Sunweb’s Instagram account, so that we could look back on the influence operation a few weeks later.
We then produced a report of the 3 missions carried out to analyze the statistics: reach, impressions and, in particular, the number of clicks on the sunweb tag.
Qualitative results / Products
Each influencer published 1 reel, 2 Instagram posts and daily stories. We sent them a promotional code to pass on to their communities, giving them a €50 discount on booked stays.
Sunweb also called on the moonwalkers to create 2 cinematic reels and 15 photos of their stay with friends.
