The brief
Each year, P&O Ferries team up with Disneyland Paris for a campaign offering great summer deal for families, offering a free adult ticket to the Parks with every booking. Previously, the campaign has always run in press, outdoor, display banners, radio and rich media but this year for the first time we included an exciting new strand - social media.
Strategy
We identified mums who spend a lot of time online as being a key target audience for this campaign. We knew we could target them through more traditional media, but what we really wanted to do was engage them online in a social space, increasing awareness.
The 'Expect More Magical Moments' work already had a strong impactful visual identity which we carried through when developing our online campaign. Our creative invites users to discover the magic of a Disney break on P&O Ferries' Facebook page with an app, web content and special competition featuring video and photo uploading.
The My Magical Family app invites them to show off what makes their family special. They then invite other users to vote and at the end of the summer, the video and the photo with the most votes wins a VIP trip to Disneyland Paris.
In addition there is also a tips sharing forum, Spell Book, asking parents for their best ideas on how to make the most of their holiday. This content was also seeded by bloggers, through Facebook ad and Socially Bright.
Results
The campaign and competition are still up and running at the moment, so we don't have final results in yet. But since the launch of the campaign P&O Ferries' Facebook has so far notched up 9,000 extra likes, 9,000 people entered press competitions and in the first two weeks over 1,500 bookings through online display activity were made.
Case study video
Seeding video
