Case Study: Tourism Ireland achieves 70% brand lift and 12,421 engaged people with inPowered's earned-content campaign

Arriving at Success with the Best Earned Content

Tourism Ireland aimed to position Ireland as a year‑round, must‑visit destination and extend its travel season by reaching a “culturally curious” 18–64 audience interested in backpacking, adventure, photography and outdoors activities. The challenge was to change seasonality perceptions and inspire travel intent using authentic, compelling storytelling.

inPowered curated the most credible earned content—blog posts and firsthand reviews with scenic imagery—and turned three high‑performing pieces into native social ads on Facebook targeted to the defined interest groups. The campaign engaged 12,421 people who spent an average of 2:04 on the content, achieved a 70% brand lift, and performed strongly across all age and gender segments.

Tourism Ireland