British tourism is suffering. American millennials are choosing travel destinations with experiences that appeal to their interests – like landscapes, music venues and places to brunch. We had to show them that Great Britain has experiences that appeal to their interests too.

Problem is, millennials don’t listen to brands. So, we got an influencer to do it for us.

Over the course of four outrageous films and 256 pieces of content, Diane traveled Great Britain, turning herself into the things millennials love in places they’d love to visit.

She showed off the great outdoors as a swindling self-help guru, sunk her teeth into the culinary world as a foodie, took on the music scene as a singing, songwriting, rock star person, and visited film locations as a Fast and Furious action hero.

The goal of the four films was to simply entertain and hook our audience. Users were targeted on Facebook and Instagram based on their interests, which inspired them to consider Great Britain as a legitimate travel destination.

Once they interacted with our films, we retargeted them with additional content (carousels, pre-roll, etc.) around specific experiences and adventures they’d enjoy, and drove to our website.

On our site, they could read articles about experiences that fit their interests. So, for music, it was summer festival guides and articles showing the best underground music venues.

Once millennials had read enough information, they were prompted to book with one of our partner airlines: British Airways or American Airlines.

The campaign ran in 2 waves. The first in Q2 and the second in Q4. This allowed us to apply learnings and maximize effectiveness.

The campaign garnered over 560 million media impressions. We had more than 120K unique users visit BritishFamous.com over the course of the campaign. Also, more than 12K conversations were generated from campaign media activity, which exceeded our sales goal by 25%.

There was a shift in our audience’s behavior, as 78% of the target said they were interested in what the brand was saying. 38% were more likely to visit Britain, and 37% would be more likely to consider booking a flight with British Airways.

In audience testing, 79% said they looked at the campaign closely because it’s more appealing than other ads. And 88% said the campaign stood out as very different than other advertising.

In a Facebook Brand Uplift Study, the campaign moved all key metrics for American Airlines, with +6 points in ad recall, +6 points in favorability, and +5 points in action intent.