We’re on our Way influencer collaborations
Birmingham Airport
To support our ‘We’re on our Way’ marketing campaign for Birmingham Airport, the social team worked with TikTok creators to create organic style vlogs and trending content for paid social ads.
Objectives
The primary objective was to raise awareness of Birmingham Airport among all age groups, especially those living in key battleground areas. The secondary objective was to drive traffic to the airport’s destination page.
Using emotional intelligence
Research at the time showed us that there were 1.5m posts tagged ‘wholesome’ on TikTok. What’s more, this content was not only popular among Gen Z but had a multi-generational appeal. We saw that this was the pivot point that would help us achieve our awareness goal.
Solution
Working with multi-generational TikTok creators – Sue & Geoff and Tash & Aggie – to appeal to the widest possible audience, we organised trips from BHX to popular winter destinations – Brussels and Paris. We briefed creators to make content in their authentic style, with minimal brand messaging, which we used on both organic and paid social.
Results
Content from Sue & Geoff and Tash & Aggie combined resulted in:
- Almost 100K organic views on Meta
- 248K paid Meta reach
- 195K paid Meta post engagements
- 900 paid Meta clicks
- 5.6M paid TikTok views
- 333 new TikTok followers
- 8K paid TikTok clicks
