Little Adventures, Big Results
Greater Anglia wanted to be positioned as the easy gateway to an adventurous day out.
To achieve this, we wanted creators to tackle the familiar weekend question: What can we actually do today?
By showing how simple it is to turn an ordinary day at home into a
memorable adventure by train, the content can highlight the
convenience of Greater Anglia and the variety of destinations and
experiences it unlocks.
From Cambridge to the coast, with a special focus on March, creators
capture the full journey from boarding the train to exploring and
enjoying a brilliant day out.
We have the stage, we have the talent, we have the ideas, but what are we trying to achieve? That is the question we feel is most crucial when it comes to any Fluential project.
As with all influencer activity for our client Adrian Flux, brand awareness and the way the audience respond to the brand is a big deal. Insurance isn’t something you can buy when you feel like it. You have a small window each year, and for learner drivers, the window is even smaller. Once they’re finished learning, they’ll never need it again.
We need to ensure that Adrian Flux isn’t just entering people’s minds, it’s staying there. Bold content is how we achieve that.
But beyond that, we pride ourselves on marrying up influencer activity and commercial success. So how can we help deliver sales for Adrian Flux, not just now but in the future? Data capture.
We combined the hero project with a competition to win learner driver insurance. Whilst the competition was UK only, we left all country options in the form to ensure we received honest data that would be valuable to Adrian Flux. We’ve done this for them before, and found that data captured through influencer activity converts up to 4x better for them than their next best data set.
The results
01
42,149+ Views
Remember, we’re specifically targeting certain towns here. A number too big would simply be a vanity metric. We managed to keep the reach small and targeted.
02
1,133+ Interactions
With 981 likes and 152 comments, a 15%+ rate of comments to likes, the content we commissioned was very engaging, and the audience we had targeted bought in to it perfectly.
03
Positive Brand Sentiment
With comments like “Can you do more day trips ideas by train from Cambridge?”, “Didn’t know how easy it is to get to Sheringham or Cromer, adding to list” and “We love using Greater Anglia to get to London”, we were clearly reaching the right people and building a relationship/enhancing an existing one between the audience and the brand.
Other case studies for you to read.
Time to commit to creators
