We managed to prove that social media and performance can actually go in sync – in the first user-generated travel guide for New Zealand.
More than 8,000 user ideas and suggestions acted as ample incentive for the target group to embark on their own extraordinary trip and to discover the other sides of New Zealand, those far from the clichés, trodden paths and recommendations in commercial travel guides. On top of that, the campaign proved that you don't need a month of holiday to see the best of New Zealand.
With proper targeting we managed to reach 70% of the core target group and steered 25,000 users to the campaign's partner websites. With Hoëcker's New Zealand journey we increased the year-against-year referral rate by 240% and by another 350% during the campaign period with the help of iterative real-time optimization. Bernhard Hoëcker didn't only report from his experiences in our channels, but in front of audiences of millions on TV for the channels SAT1, NDR and ZDF, Germany's second public broadcasting corporation. We exceeded the customer objectives by far.