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We Are Social’s Little Break Big Difference campaign for Eurostar
 

We Are Social’s Little Break Big Difference campaign for Eurostar

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    We Are Social’s Little Break Big Difference campaign for Eurostar We Are Social’s Little Break Big Difference campaign for Eurostar Presentation Transcript

    • We Are Social’s Little Break, Big Difference campaign for Eurostar
    • Supporting the creative idea behind Eurostar’s Little Break, Big Difference campaign
    • Bringing the concept to life by creating online word of mouth that inspires people to take a little break that makes a big difference
    • To activate it, we outreached to influential UK bloggers to invite them on one of four little breaks we hosted over the summer in Paris, Brussels and Lille
    • We started by taking fashion bloggers on a little fashion break to Paris Results: 12 fashion bloggers came on the Little Fashion Break to Paris writing 18 blog posts that reached over 110,000 readers, with over 180 comments
    • We then took art and design bloggers on a little art break to Brussels Results: 11 Art bloggers came on the Little Art Break to Brussels writing 10 blog posts that reached over 50,000 readers, with over 35 comments
    • We then took music bloggers to a little music break at the Rock en Seine festival in Paris Results: 12 bloggers came on the Little Music Break to Rock en Seine writing 20 blog posts that reached over 560,000 readers, with over 25 comments
    • And we invited food bloggers on a little food break to Lille Results: 14 bloggers came on the Little Food Break to Lille writing 13 blog posts that reached over 95,000 readers, with over 100 comments
    • “I’ve paid £60 to go to Somerset in the past (a 2 hour journey), and I am booking one to France soon for £59. I like the appeal of the day trip, honestly. I really enjoyed it”(http://eatlikeagirl.com) “It is incredible how much you can do and how big difference one day break can make. I will be definitely taking more short breaks like this from now on.” (http://coffeeandvanilla.com) Lille can cost as low as £55 in Standard class! “I love the Eurostar, and will definitelyhave to consider more trips based onhow long it took you to get to Lille - Ikind of forgot how fast it goes.”(http://worldfoodieguide.com) “I am keen to go back and do a night so I can have a nice dinner. I think it would be a perfect break from London” (http://worldfoodieguide.com) “All in all, it was a fantastic trip, Lille is a charming little getaway and I would go back again to try some of the bistros I came across.” (http://londoneater.com)
    • We also created a conversation platform to provide people with ideas for their own little breaks
    • Where we amplified the word of mouth generated by the trips
    • And highlighted upcoming events and latest reviews
    • We used both a Twitter account and a Facebook page to encourage conversation around taking a little break
    • Resulting in 1,000’s of Twitter and Facebook conversations with @little_break
    • And interestingly people are now starting to refer to their short trips as a #littlebreak we are social
    • In total, over 1 million people have been exposed to the word of mouth we generated about Little Break, Big Difference in social media