Creators Drove Viral Rail Buzz for Trainline
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Background
Objectives
US-based travel intenders, mainly in CA/NY, aged 25–44, with disposable income and interest in cultural travel, beginning to plan a European trip.
Encourage rail travel across Europe via Trainline and promote app usage for planning and booking as part of a seamless, connected travel experience.
Goals
Raise awareness in US audiences
Drive organic traffic to landing page
Achieve low CPA with influencer ads
1.11m
@kelseyinlondon
US-born, UK-based creator sharing travel tips and Europe itineraries with a calming tone and strong millennial following.
Interests
🧭 Travel tips
🌅 Scenic trips
🇪🇺 Europe travel
🏙️ City itineraries
20% US audience = perfect fit
High saves on rail content
Editorial tone matched brand
Strategy
Meet our Influencers
Content was created remotely using existing creator archives to reduce travel emissions. Influencer had full autonomy to select real travel destinations and experiences, ensuring high authenticity.
Content ran in two phases across IG, TikTok, and blog, including Reels, Stories, and editorial. Strategic pacing built trust, credibility, and evergreen value.
♻️ Repurposed content = sustainable
🇺🇸 Used mid-tier US-aligned creator
🗓️ Phased rollout boosted engagement
🎥 Mixed Reels, Stories, blog, TikTok
📈 Boosted content + dark ads tested
Research Insights
Results
Campaign Results
Research statistics
Impressions
6.85M
delivered across campaign
Clicks
86K
plus 10% engagement rate
Blog Visits
6,000+
landing page traffic
Boosted Views
1M+
via promoted posts
Impressions
6.85M
delivered across campaign
Clicks
86K
plus 10% engagement rate
Blog Visits
6,000+
landing page traffic
Impressions
6.85M
delivered across campaign
Love how easy it is to travel in Italy by train!
This is so helpful! Just saved - we're headed to Italy in a month 😍
Clicks
86K
plus 10% engagement rate
Love how easy it is to travel in Italy by train!
Blog Visits
6,000+
landing page traffic
Boosted Views
1M+
via promoted posts
Impressions
6.85M
delivered across campaign
Clicks
86K
plus 10% engagement rate
This is so helpful! Just saved - we're headed to Italy in a month 😍
Impressions
6.85M
delivered across campaign
Clicks
86K
plus 10% engagement rate
Blog Visits
6,000+
landing page traffic
Impressions
6.85M
delivered across campaign
Love how easy it is to travel in Italy by train!
This is so helpful! Just saved - we're headed to Italy in a month 😍
Clicks
86K
plus 10% engagement rate
Key Learnings
Saves signal booking intent
Practical content like itineraries drove saves - the clearest sign of future booking behavior.
Staggered posts build recall
Split phases increased familiarity and drove stronger second-wave results.
Boosted posts > dark ads
Organic-style boosts had higher CTRs (up to 1.96%) than dark ad variants.
Evergreen content lasts longer
Stories + links stayed active, driving extended results after campaign end.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Love how easy it is to travel in Italy by train!
This is so helpful! Just saved - we're headed to Italy in a month 😍