As part of our wider remit to position The Cayman Islands as a high-end lifestyle brand, we are strong advocates of working with social influencers.
Following many successful Cayman Islands influencer trips we were once again tasked with creating a meaningful campaign using the most relevant influencers in social media. The objectives were simple: to provide ample opportunities for our influencers to create the best content possible, and to choose a filmmaker to create beautiful social assets showing the sophistication of the islands as well as its raw nature.
From a candidate list presented to the client, four female influencers were selected based on their engagement, potential to drive footfall, and demographic fit. As well as producing photographic and written content for their owned channels, the influencers also shared films recorded on the island by the videographer.
We joined our organic and paid activity in the most streamlined way possible by coordinating posting plans with the influencers and scheduling paid media to follow.
Using a suite of social listening and measuring tools, we compared pre and post-campaign brand reach metrics and could report a significant 248% increase in reach.
The trip also delivered the largest % share of conversation the Cayman Islands has ever enjoyed. In addition, impressions and positive sentiment reached an all-time high.
A similar campaign the previous year reported similarly impressive 18.2M impressions. These results represented a significant volume within our competitive set and contributed to a massive increase in share of voice.