Case Study: HelloWorld achieves 20K+ user-generated posts and global campaign reach to drive bookings with Stackla

HelloWorld Turns “Lookers” into “Bookers”

HelloWorld, Australia’s leading integrated travel group, wanted to kick off its 2015–16 year by turning growing brand awareness into bookings and proving its “experts in everywhere” positioning. The challenge was to inspire travel planning at scale while demonstrating global reach and converting casual browsers into customers.

HelloWorld staged the #HelloWorldRELAY — a 36-hour Instagram relay with 80 influencers and public submissions, using Stackla to aggregate, moderate and license UGC into a dynamic microsite with an interactive map and capture participant emails. The campaign was amplified via OOH, retargeting and a just-in-time TV spot, generating 20K+ content posts (including 16,515 Instagram posts), 29 Instameets, a TV audience of 1.3M, over 10,000 sales enquiries in the following week and an Award of Excellence for social media marketing.

HelloWorld

Kate Shilling

Head of Marketing Strategy and Partnerships