Harnessing the Power of Pictures
(W)right On created an award-winning influencer campaign by bringing a fresh, modern approach to a media fam trip and producing fast and effective brand impact.
Twice a year, WOC works with client partner Delaware North at Sequoia & Kings Canyon National Parks and Tenaya Lodge at Yosemite to coordinate and host a group media familiarization trip, or “fam” trip. In fall 2015, the agency elected to organize two separate, shorter trips for each location rather than combining them as with prior media fam events. Not only did this allow WOC to even better target attendees for each unique property, it gave us the opportunity to execute a first-ever social media influencer fam.
This was important to our client partner because the Sequoia and Kings Canyon National Parks are a photographer’s dream and when the stunning scenery is shared on Instagram, it’s an automatic bucket list addition for travelers.
WOC recruited seven adventure-minded Instagram stars to join a four-day excursion through Sequoia & Kings Canyon, staying at Wuksachi Lodge and John Muir Lodge along the way. Attendees climbed Moro Rock for a nighttime shoot, hiked a six-mile loop through Redwood Canyon and much more. Their adventures lead to some quickly attained, incredible photographic results that sync with today’s increasingly visual audience. The participants shared their images and their inspiration with their followers in the days and weeks following the fam trip.
Over the course of about three weeks, Instagram influencers used branded hashtags to produce:
- 50 photos
- 189,000 likes
- 2,400 positive comments
- Overall reach of 4.4 million
- Winner of PR Daily’s Digital PR & Social Media Awards 2016 for best use of visuals
Above are some examples of photos and captions shared and the level of engagement they achieved. Sharing Sequoia and Kings Canyon National Parks through the talented eyes of this carefully curated Instagram influencers led to an award-winning influencer campaign for our client partner.