25% increase in engagement for global student travel brand
Captivating the Student Travel Market
Described as being the world’s largest travel company for students and young people, STA Travel had already excelled at generating engagement through social media. But to make their content truly unique and deliver the growth and increase in engagement, Wonderful knew that an overall coherent campaign was needed.
From our first meetings with STA Travel we had a clear understanding of their campaign objectives. They wanted to increase engagement and followers across their key social media channels during the festive period. Crucial to this was the creation of unique, sharable content that would cut through and resonate with their student-focused target audience across the UK, USA and Australia.
Engaging the World
#12DaysRTW was born. Drawing on the concept of the 12 days of Christmas, posts would showcase a different culture each day from around the world. With a list of cultures finalised, the Wonderful digital and creative departments got to work creating unique content across animation, video and images for each culture to reach a global audience.
2.2m Total Reach
25.98% Increase in Engagement
1594 Pieces of User Generated Content