Harnessing the Power of Pictures
(W)right On created an award-winning influencer relations program 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 like events prior. Not only did this allow WOC to even better target attendees for each unique property, it gave the opportunity to execute a first-ever social media influencer fam.
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, leading to some quickly attained, incredible results that sync with today’s increasingly visual audience.
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