In 2015, Norwegian Airlines, having spent less than five years in North America, aimed to broaden their brand recognition by targeting diverse markets, particularly the African-American travel demographic. Through a pioneering content strategy that involved engaging a range of travel influencers and journalists, we achieved remarkable success.
We collaborated with the North American Public Relations & Marketing Director of Norwegian Airlines to create and execute an influencer marketing campaign for Finland, incorporating video, social media, and data tracking.
ROLE: Influencer Marketing Content Strategist & Launch Manager
CLIENT: Norwegian Airlines, North America (USA)
Launch Campaign Deliverable | Social Media Image for the Diversity Influencer Campaign
INDUSTRY: Aviation, Travel + Tourism
Increase website traffic to dedicated landing page by 13%
Redeem 200 unique coupon codes to track analytics for campaign
Create momentum and excitement to explore a unique destination in Scandinavia
Lack of brand awareness and exposure in the North American travel market
Limited understanding of Black American buyer and consumer behaviors in Black American travel marketing segment
Getting a niched segmented demographic interested in a unpopular destination
I collaborated with Norwegian to create a unique, fun, and “edgy” campaign for the brand to tap into a diverse market segment. By creating strategy to identify diverse travel influencers, ideating on content curation, advising on metrics to pull, and campaign execution.
SOCIAL PROOF OF CAMPAIGN RESULTS :
THE FINAL RESULTS:
TOTAL REVENUE: $99,400 (original goal: $92,000)
Increased the EMAIL MARKETING CTR by 16% (original goal: increase by 3%).
SUBSCRIBER INCREASE: 203 subscribers (original goal: 150)