London & Partners: Culture Tourism
In the Spring of 2019, London & Partners wanted to drown out the UK’s negative press coverage with an eye-catching paid social campaign highlighting the cultural gems London has to offer beyond the usual tourist trail.
Alfred was briefed to support London & Partners in creating unique video content with a clear aesthetic.
We devised a paid media strategy to distribute that content across Facebook, Instagram and Snapchat, meeting our audience where they like to hang out. With short, digestible content that would appeal to a millennial audience in the US and France.
Alfred consulted on the content creation, supporting the London & Partners team in capturing content from an itinerary of activities in Brixton, Clapham and Waltham Forest, showcasing everything from art galleries to bars and how to get around.
We crafted the assets used for the campaign to ensure that they were optimised for the channels chosen for the paid media distribution.
Finally, Alfred managed the distribution of the content with a paid media campaign. This included a seven day testing period to optimise creative and audience targeting, as well as ongoing optimisation to ensure that the engagement target was achieved at the most efficient CPE.
Over 4 weeks, the paid social campaign smashed every target…
The content delivered more than 4.7 million views and was seen by more than 16.9 million millennials across the US and France across Facebook, Instagram and Snapchat. The campaign outperformed its engagement KPI by over 480%.