In mid 2015, FORWARD Agency was briefed by P&O to develop an innovative influencer campaign designed to spark organic conversation around cruising and P&O’s new food & wine offer, which saw the buffet disappearing from their ships.This activity was incremental to the traditional earned media PR undertaken by P&O, and was specifically designed to attract a new audience of Australians to experience the brand.The program coincided with P&O’s new look brand campaign “Like No Place on Earth” and the arrival of two new ships, Aria and Eden, which launched in November 2015.
FORWARD developed an influencer led content strategy to based on bespoke cruising experiences to stimulate authentic conversation and co-created content.
FORWARD identified and worked with five leading Australian influencers who fitted with the P&O brand but could open up new audience opportunities that were incremental the rest of P&O marketing activity. Each influencer was chosen for their authority, creativity, audience reach and high-level engagement.
Each influencer experience was un-hosted and completely unique. Their cruising experiences were real and their content was not creatively directed or edited.
Content was also amplified and promoted through P&Os own channels.
The volume, reach and engagement of each influencer created content far exceeded expectations and demonstrated how powerful authentically created influencer conversation and recommendation can be.
Each influencer had committed to create at least social 5 posts (25 in total) but overall 186 posts were created. From these posts over 117,000 shares, likes and comments were generated with a total of 7M estimated impressions.
We also received additional 5.8M earned impressions as a result of traditional media picking up stories about our influencers cruising.
Megan Hess, Fashion Illustrator captured her cruise with a beautiful illustration. @meganhess_official
Tyson Mayr, The Naked Traveller, captured his cruise video @tysontravel