The Campaign

The Great Fiji Challenge: a travelogue-meets-reality-TV campaign idea where 3 Singaporean influencers compete to earn as many Fiji Airways tickets as possible for their fans. Shot ala reality-tv style, these 3 Singaporeans battle to win as many as 6 Fiji Airways air tickets by completing mini challenges at the various attractions of Fiji. We made them surf, roll in mud, free fall from a seaplane, paddle a raft for 5 hours in the rain, mix a signature Fijian cocktail, climb the sand dunes, and dance with the warriors of Fiji. Our team followed their journey with a 4-man crew, a GoPro and a drone camera, 3 influencers’ mobile phones, so that we could co-create content on the go.

Execution

3 Social media influencers, 41 static and video posts, 142 Instagram Stories They were involved throughout the entire campaign, from sharing Instagram Stories sneak peeks during on-site production, campaign launch countdown, giveaway activation, winner announcement, and sharing their own version of Fiji vlogs. 1 Campaign Microsite www.greatfijichallenge.com microsite was built in 3 phase: (a) teaser, introducing influencers and house sneak peek video trailers; (b) campaign launch, hosting all the webisodes, activating happiness meter and adding video mechanics; (c) post campaign phase, where we share the aspects of Fiji beyond the challenge through video mini-bites, custom itinerary, and Instagram hotspot. 14x Branded Campaign Videos 2 Trailers, 2 Sneaks Peek, 6 Webisodes, and 4 Mini Bite videos that highlight a specific aspect of Fiji. 338 Owned Photography Assets of Fiji beyond the breathtaking beaches 5 Geolocated Facebook Photo Filters 3 Branded custom itineraries for solo travelers, couple and family

More Singaporeans talk about Fiji +600% growth of Fiji-related topics after the campaign launch More Singaporeans are excited about Fiji +4,800% increase of positive sentiments More Singaporeans with purchase intent to Fiji +2,300% increase of purchase intent A total of 380,000 happiness points contributed by Singaporeans! Business outcomes Total PR Value of SGD300,600.00 (SGD 151,500 from static images / SGD 149,100 from stories) achieved Media outputs 1,175,413 total video views on YouTube and Facebook during the duration of the campaign

The Situation

We decided to work with influencers to go on a not-so-basic influencer trip by creating a platform for them to battle it out to win ticket giveaways for their fans in a reality-tv style web series. This approach allowed Fiji to reach new audiences who are mostly online. We felt the best alternative to learning about Fiji, was to watch your social media heroes have fun - this allowed further conversations on the influencers platforms as well. Using KOLs as a PR channel, gave the brand instant CTAs to know more about Fiji and what they can expect to experience.

The Strategy

To reach out to our digital content-starved millennial audience on social media, we enlisted the partnerships of 3 local influencers to co-create the content every step of the way. From teasers, trailers to live behind the scenes Instagram stories and activation challenge giveaways, we rolled out The Great Fiji Challenge like a reality-tv programme, on the website and social media. To involve our audience even before the start of the campaign, we shared teasers and sneak peeks of what’s happening during production entirely through our influencers’ social channels. As they progressed through the 10-day challenge, we got our influencers to publish 142 unscripted live Instagram stories to keep their fans in Singapore engaged. We edited the episodes on the go so that we could launch all the episodes at the same time so that there is no downtime between episodes.