Creators Drove Viral Rail Buzz for Trainline
.png)
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.
Interests
🧭 Travel tips
🌅 Scenic trips
🇪🇺 Europe travel
🏙️ City itineraries
20% US audience = perfect fit
High saves on rail content
Editorial tone matched brand
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
1.7m
@kacierose_ @kacierose4
Kacie Rose is a Florence‑based travel creator and expat storyteller.
Interests
🇮🇹 Culture
🌍 Travel
🍝 Food
🗺️ Experiences
Strong US audience
Travel storytelling expertise
Relatable ex-pat voice
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
364k
@dwanderess
Luxury travel creator who shares aspirational European adventures.
Interests
🛥️ Luxury Travel
💎 Hidden Gems
🇪🇺 Cultural Guides
👗 Styling
Luxury travel storytelling
Dreamy European visuals
Strong US positioning
Strategy
Meet our Influencers
Content was produced remotely from creator archives, with influencers choosing real destinations for authentic storytelling.
Two campaign phases across IG, TikTok, and blog used varied formats and pacing to build trust, credibility, and lasting 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
The campaign significantly outperformed expectations, driving strong engagement and authentic audience connection through creator‑led travel storytelling, with evergreen content continuing to deliver value well beyond the campaign period.
The campaign significantly outperformed expectations, driving strong engagement and authentic audience connection through creator‑led travel storytelling, with evergreen content continuing to deliver value well beyond the campaign period.
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 😍