Eurostar Snap is a discounted ticket platform aimed at 18-24 year olds. To capture their interest on social media we needed to produce brand content that was entertaining and spoke to this audience on their terms and different from the current Eurostar content which was aimed at an older audience. The core aim was to both build awareness about the new platform and fill seats over key travel periods.
Over the last year we partnered with key UK influencers to co-create a series of hero travel films. We then sweated each production to create a pool of valuable assets to optimise consumer touch points from awareness through to sales. Each film was obsessively shaped to the specific audience base of our talent, ensuring it had a built-in highly engaged audience ready to share and book.
The content produced across the year smashed benchmarks for the brand. In addition to the series being hailed as one of Eurostar’s strongest performing social series to date, it also delivered solid ROI — generating revenue 15x the cost of running the campaign and saw one of the business sales fortnight on record with a striking 347% increase in users matching our target audience.