Services provided
Social media strategy, creative concept ideation, video production, campaign management
The challenge
What do you do when you need to engage an audience of tourism businesses to get them to sign up for a new learning platform? This was the challenge set by Fáilte Ireland, the national tourism development authority of Ireland.
With no paid media budget and an audience of approx. 3,500 diverse tourism businesses across hotels, visitor experience and activities, it was clear that a standard campaign was not going to cut it.
What we did
With the idea that the content could BE the campaign, we spoke directly to the tourism industry to uncover pressing industry challenges that our content could help solve.
A recurring theme emerged: tourism SMEs rarely have a marketing department, and the owners wear multiple hats and are particularly time and resource-poor. At the same time, social media use among tourism companies increased by 72% during the pandemic, but making the most of the channels required a level of skill many of the businesses did not have. Instead of a standard campaign, we focused on creating a suite of branded videos to help the companies get better at social. The content would be snackable providing a logical stepping-stone to the learning platform learniFI while also being use as a promotional tool to drive support for Fáilte Ireland's valuable industry supports.
To bring the content to life we collaborated with B2B marketing influencers, creating compelling micro-learning videos across a suite of How To Marketing topics. With tailored scripts, a custom-built studio set, and a multi-camera shoot incorporating screencasts and presenters, the result was a dynamically presented series of 33 How-To snackable videos.
The highly specific nature of the content, touching on the most relevant topics for the target audience across Instagram, Tik Tok, Facebook, Canva, content management and productivity drew unsolicited positive feedback from users. Not only did the most popular videos rank at No 1 on Google with one video alone clocking up 170,00 views, they have continued to work hard for Fáilte Ireland as stand-alone social posts and as elements of larger training programmes.
How it looks
