The client
Established in 2018, YouTrip envisions providing everyone with a more efficient and convenient way to pay in foreign currency. Fueled by Mastercard®, YouTroopers can seamlessly perform in-app exchanges anytime, anywhere, enabling spending in over 150 countries.
The objectives
This campaign aimed to achieve three objectives:
- Generate genuine user-generated content through Partiposter's travel moments.
- Increase brand and product awareness through Instagram Stories across social media.
- Drive campaign engagement through likes, comments, tags and shares.
What was the campaign brief?
In this travel and tourism campaign, influencers were tasked to promote YouTrip through Instagram Stories.
The campaign brief was straightforward:
- Share their experiences using YouTrip during travel, or
- Why they would choose YouTrip for future travel plans.
- Tag a friend and encourage them to share about or register for YouTrip.
Within the Instagram Stories, influencers must:
- Utilise the "Add Yours" sticker in YouTrip's Holiday Away Highlight.
- Share content showcasing their travel moments, as a video clip or static photo.
- Highlight key features of YouTrip, including zero transaction fees or markups when paying overseas, a user-friendly interface, or the currency exchange functionality within the app.
How a multi-currency travel wallet company leveraged on Instagram's “Add Yours” Sticker to boost awareness and engagement
In this influencer marketing campaign, influencers actively highlight the uniqueness of a multi-currency travel wallet company by sharing their personal experiences on Instagram's "Add Yours" sticker feature.
The "Add Yours" sticker feature enables users to move beyond passive scrolling and actively participate in an ever-changing collection of images and videos. Through the "Add Yours" feature, users can engage in virtual journeys, participate in challenges, and contribute to a community narrative. Essentially, the "Add Yours" sticker turns what is often consuming media into a shared experience within the community.
Through this influencer strategy, influencers shared their travel experiences with YouTrip and had the opportunity to also win by explaining why they would choose YouTrip for future travels.
Utilising the YouTrip-specific "Add Yours" sticker in Instagram Stories had a cascading effect, prompting a widespread sharing of authentic travel moments, fostering engagement, and encouraging others to join in and participate.
As a bonus, the campaign generated brand awareness for YouTrip and boosted their overall engagement through the sticker feature.
The results
With 157 Instagram Stories shared using the sticker, the outcomes exceeded expectations, particularly for the Total Engagement Rate and Average Partiposter Engagement Rate, reaching 10.38% and 18.94%, respectively, surpassing the average industry rates.
It indicates that the campaign attracted substantial engagement not only from Partiposters but also from their followers who viewed and engaged (via likes, follows, or shares) with the Instagram Stories.
The takeaway from this campaign
Utilising influencer marketing and the "Add Yours" sticker feature, the campaign yielded favourable outcomes, primarily driven by an increase in authentic user-generated content.
It further illustrates that brands in the travel and tourism sector can strategically harness influencer marketing, showcasing that it can be executed creatively on social media platforms.
Especially given people's inclination to share their moments on Instagram, why not capitalise on that to enhance awareness, engagement and ultimately foster a community? That's exactly what this campaign did and what other brands can learn from.