Qantas 2019 Influencer Campaign

Objective

Creator Lab leveraged its creative community and content production resources to plan and execute a three-part campaign to generate brand awareness and drive sweepstakes entries in the millennial demographic and build a library of premium quality content to be used for the brand’s paid media campaigns.

Strategy

Part 1: Influencer Content

Creator Lab recruited from the platform’s community and beyond to source influencers with an affinity for traveling and the Qantas brand. The team selected and managed five influencers who traveled to Australia and documented their trip on their digital platforms. The influencers captured both branded and destination-centric content to promote the Qantas Explorer experience.

Part 2: Explorer Microsite, Sweepstakes and Quiz

Creator Lab and DMM created and hosted a branded microsite, which featured the influencers’ content and provided additional information on Qantas and its Explorer Fares program. The microsite helped generate new customer leads through a sweepstakes and travel quiz.

Part 3: Promotional Social Assets

Qantas tapped into DMM’s digital studio resources by creating a series of static and stop-motion graphics to promote the Sweepstakes.

Results

The five Qantas Explorer influencers posted a total of 141 pieces of branded content and provided Qantas with a library of content valued at more than $80k.

The campaign resulted in more than 40M impressions, 1.5M engagements and a $1.50 CPM. The microsite received 485k page views, 105k+ unique sweepstakes entries and 73k+ quiz completions.