Great success in coverage and engagement of a local influencer campaign

Great success in coverage and engagement of a local influencer campaign

Visit València needed to promote its new tourist card called ‘Tarjeta València On’ aimed at Valencians, with the aim of increasing tourism and local commerce, as well as the use and downloads of the app at a time when the perimeter confinements, due to the COVID-19, only allowed movement at a regional level.

What we’ve done

We developed a campaign with 4 local macro-influencers and 2 local micro-influencers selected according to their profile, account participation rate and the quality of publications as well as the number of their followers in the Valencian region.

Each of them was assigned a tour itinerary in Valencia and surroundings related to different activities: beauty, gastronomy, family trips, couple’s escapes, guided routes, shopping and nature. The selected influencers shared content on their social networks related to the easy use and downloading of the app, as well as the activities carried out by commenting on the discount applicable through the València On Card.

Discover all the content shared during the campaign on Instagram.

Results: The combination of macro and micro-influencers sharing, mainly in Instagram, quality content about the experiences they participated in, allowed us to achieve a large number of interactions as well as a high number of unique accounts. Thanks to the commitment of the participating influencers, a total of 61 more posts than previously agreed upon were published.

  • 147 publications by the 6 campaign influencers (61 more than the agreed number)
  • More than 13,000 interactions
  • Almost 650,000 single accounts reached
  • An engagement rate of 5.7% (4 points above the sector average)
  • Nearly 800 clicks on the web url.
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