We started with a Nielsen brand effect study on TNZ's existing content. It revealed Facebook was great at driving awareness, but not intent. The data suggested people were unsure how accessible NZ was as a holiday destination because of the epic LOTR style imagery.

We looked at Facebook data to determine the interests of TNZ's target audience, and wrote stories that spoke to these drivers.

People didn't know what a real NZ holiday looked like. So we wrote a story, made of five episodes, built for mobile, to let audiences experience New Zealand through the eyes of a couple who go on an epic, unplanned adventure. Letting them see exactly how, where and what it felt like to holiday in NZ.

We created five films, each one a story that focused on a reason to visit and an insight about people's interests. These was Food & Wine, Wellington, Wildlife, Shopping and Middle Earth. To show NZ's Food & Wine credentials, for example, we wrote a story about a birthday surprise dinner that showed the experience of buying the wine and ingredients.

Then we sequenced the creative so people saw the campaign in order. Starting with video, then serving an inspirational Instagram post that teased the story, then a cinemagraph, then we gave more detail in a carousel, and finally we invited them to visit with a DR link ad, thus moving people though the funnel from dreaming to booking.

These stories were distributed across 9 countries, making it a truly global effort coming from a country of only 4MM.

The data helped us understand what our audiences liked so we could give them content that was relevant to those interests, thus making the campaign more relevant and engaging.

Our targeting solution reduced wastage and allowed us to focus on those most likely to travel to New Zealand.

The results proved our strategy created a business impact that far exceeded our expectations.

• 30MM Reached

• 15MM Video Views

• Ad Recall +24 points

• Drove Intent 7x TV norm

• +694% increase in Active Visitors to NewZealand.com

• Best performing cell +897% lift in Active Visitors to NewZealand.com