Creative Execution

The idea for the campaign was to give a goal for a goal, a football goal for a travel goal. Whenever a goal is scored, users are encouraged to post about their dream destination in APAC on Instagram with #AsiaTravelGoals. After each game, up to eight lucky submissions were selected to win free nights at the destination they posted about. This campaign was kicked off by a launch video, supported by live scoring updates on IG Stories as reminders. Community managers engaged with fans as they submitted in real time, asking them to invite friends for more chances to win. Winner announcement posts were made shortly after every round to congratulate winning fans and showcase the amazing properties they will be going to. All this is done without directly mentioning the 2018 FIFA World Cup, and successfully drove our fans to talk about travel as the tournament was happening.

in 23 days, we have achieved • total impression of 37,754,378, reaching more than 13million unique users. • 792,992 Post Engagement • 8.1% Fan Growth on IG just within 16 days. • #AsiaTravelGoals submissions are 100%+ beyond target. • Organic IG stories viewed over 17,000 times, with a 90.3% completion rate • At least 11 top influencers from across APAC joined voluntarily. • 34.4% increase from the average post in the previous 2 months

Data & Audience: APAC millennials love watching World Cup and being a part of the global festivities, however majority of them are not as die hard about the actual games as football fanatics. They’re in it for the atmosphere, the socializing, and watching star players strut across the pitch. We also observed that social activities were much higher during the matches Relevance: Instagram is one of the most popular channels, particularly for APAC millennials, for travel and lifestyle inspirations. Users also tend to share more UGC publicly on Instagram, with incentives as the key consideration when submitting for campaigns; a key barrier for many brands is to provide one good incentive that appeal to all. Approach: Leveraging the popularity of the World Cup, especially amongst casual fans. We provide them with a game during this international football phenomenon that can capture their attention, and allow them to win incredible prizes.