About Four What we do Careers at Four Contact us Visit Sweden It’s a little bit different Our influencer campaign for Visit Sweden gave curious travellers the chance to discover Sweden for themselves, reaching almost 1.5 million relevant users and driving over 5,000 engagements. Objectives The main objective was to reach and engage a ‘curious traveller’ audience, enticing them with the proposition that Sweden is a distinctive destination with a multitude of exciting and unique experiences on offer. Planning and thinking This demographic required a statement that could be ownable, and that reflected both the brand and destination personality. Instead of relying on conventional travel messaging through advertising, our proposition was to deliver content through the channels which our target group go to for their information. Implementation Building on this, Four engaged three sets of influencers who visited various regions in Sweden and generated captivating blog, photo and video content. We chose influencers who are well followed travellers, whose opinions are regarded as authoritative, interesting and insightful in order to create authentic, experiential endorsement. Adapting Influencers’ content was shared organically through their owned channels and repurposed by Four for highly-targeted advertising across Facebook and Instagram as well as native content networks, incorporating the Visit Sweden brand proposition “it’s a little bit different” at all levels. KPIs were consistently exceeded throughout the campaign to such an extent that towards the end of the campaign period, we ran a secondary set of social ads targeting users who had engaged with Visit Sweden content already. Learning By using a range of ad formats from carousel to video to Canvas and a variety of placements, we could re-purpose content and re-inforce messaging without appearing overbearing. Video consistently drove the highest engagements. We also focused on analytics and wider stakeholder testing to ensure resonance with our audience and ads which stimulated genuine action. You may also like Riverstone Living BEIS: Share the Joy Home Office: Cyber Aware Department for Education The 2020 Booker Prize Let the cars speak DKMS GLAD campaign Sign up to our newsletter for updates on our latest work, insights and integrated marketing offering. Sign up to our newsletter Contact Telephone: +44 (0)20 3920 0555 Fax: +44 (0)20 3697 4201 info@fourcommunications.com Useful links Legal and privacy About us Office locations Careers at Four Modern slavery statement Supply chain Our race equality pledge Social