Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Case study: Inspired by Iceland

550 views

Published on

Case study by Cleverwood: How social media rescued Icelandic tourism after the volcano explosion.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Case study: Inspired by Iceland

  1. 1. How social media rescued Icelandic tourism after the volcano explosion @Cleverwood
  2. 2. Background 2 14th of April 2010 30% less tourisme Prediction: £180m less revenu
  3. 3. Problem to solve • How can we increase the amount of visitors? • How can we change the negative opinion about 3 Iceland as a tourist destination? • How do we tell the story without making it feel like government-sponsored marketing?
  4. 4. Realisation Facebook 4
  5. 5. Realisation Twitter 5
  6. 6. Realisation Video 6 Own video Videos from fans
  7. 7. Results 7 1. 79,252 additional visits above the forecast 2. Total revenue was £138,7m. 3. The perceptions of Iceland increased in its 48% three main market tourist markets. 25% 24%
  8. 8. Learnings 8 • Mass social participation can work • Use personal stories to stimulate engagement • A national online event can create more awareness

×