Influencers Have Real Fun in Wisconsin
Real People, Real Fun
In 2018, Travel Wisconsin set out to enhance its Instagram influencer program. The mission was to identify travel influencers in key niche audiences important to Travel Wisconsin’s target market and turn them into Wisconsin brand ambassadors.
New pieces of content.
Increase in Travel Wisconsin Instagram followers.
Total post engagements.
The Big Idea
The campaign for Travel Wisconsin was all about “Real Fun” – showcasing real Wisconsin experiences and telling the stories of real people enjoying Wisconsin activities and traditions. Our influencer effort naturally launched off this concept, aligning Travel Wisconsin’s target audiences with influencers in each category.
CUSTOM TRIPS CREATED AUTHENTIC CONTENT.
Travel Wisconsin’s target audiences included: fall color peepers, accessible travelers, family travelers, music fans, architecture aficionados and millennials looking for a “friendcation.” LC researched, vetted and matched seven social media influencers with unique destinations, activities and experiences across the state that would provide ample storytelling and content creation opportunities.
The trips were customized to suit each specific influencer’s likes, hobbies and interests. We worked to select the perfect destinations based on season, category and influencer brand. We handled all areas of logistics, like contract negotiation, trip and itinerary planning, content review and approval, reporting and repurposing.
REAL PEOPLE HAVING REAL WI FUN.
From Lake Geneva to Hayward, Eau Claire to Door County, and everywhere in between, our seven influencers traversed the state of Wisconsin throughout the year, telling real-time stories of adventures and experiences along the way.
In the end, the effort far surpassed our goals and contributed to:
- 219 new pieces of content across Facebook, Instagram, Twitter and blogs
- A 16% increase in followers of Travel Wisconsin’s Instagram
- 56,000+ post engagements
Why It Worked
The Travel Wisconsin influencer plan was the epitome of authenticity. By working with people who aligned with our target audiences, we matched their unique interests with exciting destinations and activities, and showed them the way to have “Real Fun” in Wisconsin. In turn, they brought their audiences along for the ride and became true Wisconsin brand ambassadors.