Authentic Creators Boosted Clicks for Ireland
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Background
Objectives
Adventurous, value-driven British travellers aged 30+, in the ABC1 demographic, who gather inspiration and information before committing to a trip.
Build awareness of the Island of Ireland, especially Derry~Londonderry and Donegal, by inspiring consideration and bookings.
Goals
Boost destination reach, cost-effectively
Drive action through daily trip planning
Create reusable, high-performing assets
261,000
@thegingerwanderlust
Adventure travel creator sharing hikes, landscapes, and photography.
Interests
⛰️ Adventure
🌍 Travel
📸 Photography
🌲 Nature
Adventure niche authority
Stunning outdoor visuals
Engaged travel audience
36,000
@eilidh__cameron
Scottish travel creator sharing landscapes, hikes, and adventures.
Interests
🏔️ Adventure
🌍 Travel
📸 Photography
🌲 Nature
Strong UK focus
Outdoor adventure appeal
Engaged travel community
Strategy
Meet our Influencers
Two carefully selected influencers created all content independently on-location in Derry~Londonderry and Donegal. Content was delivered with no on-ground production costs, leveraging each creator’s authentic style and storytelling expertise.
The campaign yielded 70 high-quality assets (vs. 11 contracted), including vibrant Reels, Story stickers, and drone footage. Strong engagement tools like polls and quizzes drove an 8.14% ER and exceptional audience sentiment across Instagram.
Research Insights
Results
Campaign Results
Research statistics
Pepper curated UK-based travel creators to showcase Derry~Londonderry and Donegal with authentic, vibrant content, driving high organic engagement and click-throughs through culturally aligned storytelling and engaging formats
Pepper curated UK-based travel creators to showcase Derry~Londonderry and Donegal with authentic, vibrant content, driving high organic engagement and click-throughs through culturally aligned storytelling and engaging formats
Reach
+403%
Over-delivery
Engagement
+937%
Over-delivery
Engagement
937%
Over-delivery
Content Pieces
+636%
Over-delivery
Reach
+403%
Over-delivery
Engagement
+937%
Over-delivery
Engagement
937%
Over-delivery
Reach
+403%
Over-delivery
Adding this to my Ireland itinerary!
Omg what? This is a Dream!!
Engagement
+937%
Over-delivery
Adding this to my Ireland itinerary!
Engagement
937%
Over-delivery
Content Pieces
+636%
Over-delivery
Reach
+403%
Over-delivery
Engagement
+937%
Over-delivery
Omg what? This is a Dream!!
Reach
+403%
Over-delivery
Engagement
+937%
Over-delivery
Engagement
937%
Over-delivery
Reach
+403%
Over-delivery
Adding this to my Ireland itinerary!
Omg what? This is a Dream!!
Engagement
+937%
Over-delivery
Key Learnings
Bonus content = bigger results
59 bonus Stories enhanced engagement, adding value and deepening the destination story.
Polls beat comments for ER
Interactive tools like polls drove high engagement through easy participation.
Motion outperforms stills
Reels and Stories delivered stronger performance than static imagery.
Tracking must be standardised
Mixed UTM and raw links skewed click data; tracking consistency is critical.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Adding this to my Ireland itinerary!
Omg what? This is a Dream!!