In order to get Swedes to visit Estonia we needed the Swedes to look beyond their preconceived notions about Estonia and experience the country for themselves. Therefor we arranged 97 totally unique once-in-a-lifetime experiences, free for any Swede to claim – as long as you documented your experience in your own social media with complete honesty. Becoming a digital ambassador using your social currency to pay for an awesome experience. An experience generating content and stories to be spread to both all your digital friends as well as being used in advertising.

We created an epic list of the 97 coolest things to do in Estonia. Unique experiences showcasing Estonia like trying out sheep herding or a co-piloting a rally car, experiencing the only under water prison in the world or improving your skills with an Olympic athlete or Estonia’s Bocuse D’or chef, or warming up for the Tallinn Marathon with Mr Taavi Rõivas – the Prime Minister of Estonia!

We offered these once-in-a-lifetime experiences to 97 ordinary Swedes to try out the country for themselves – and we gave it all away for free (including a luxury cruise to get there), the only form of “payment” we wanted was for them to simply spread the results of their experiences in their social media channels - with complete honesty. Thereby becoming Estonia’s digital ambassadors. The content was then used as a base to build the rest of the advertising around.

Total reach of social media: over 3 million in a country of 8,5 million inhabitants, with a message that came from someone you actually trust – your friends.

200.000 of the ambassadors friends were exposed to their stories, generating over 1500 pictures on Instagram for the 806.342 people following the ambassadors. Traffic from Sweden to Visitestonia went up with 231%. And already in the first three months following the campaign the additional Swedes travelling to Estonia, left more money to the country than the cost of the campaign. And that was just the beginning.