How do you launch an international nature-tourism campaign if you don’t have much money for it? Of course you do something cool in real life and share it on a social media.

What is a common trait in all fast paced urban people who are craving for pure nature?

STRESS.

Out of that insight we created a stunt in Berlin. We used innovative emotion-tracking technology and live ambient pop-up stunt to target stresed-out people and by that communicate benefits of Estonia.

We shot a viral film about our stunt and aired on different social media channels.

Viral film about our stunt was showed on different social media channels.

We pre-rolled video to our target group in Youtube and Facebook.

Afterwards we retargeted those, who didn’t visit the campaign page, with Google Display banners.

Media Channels: Youtube, Facebook, Instagram, Google Display Network

Timeline: Campaign duration 6 weeks

Scale: 4 target countries – Germany, Sweden, Norway, UK with total media budget 83 000 Euros

Video was watched more than 1 million times on different channels.

Articles about the Stress Buster reached up to 50 million people all around the world.

The campaign page traffic objectives were exceeded by 46%.

The registrations for newsletter came from more then 130 countries.

Lonely Planet chose Estonia as one of TOP destinations of 2018.

The most valuable recognition came from tourism services vendors hotels, guesthouses, trip organisers – they liked the campaign and were interested in deeper co-operation with governmental Estonian Tourist Board.