Thomas Cook’s Club 18-30 is what summer should be all about: Best mates together, no responsibilities, sunshine, great tunes and great parties.
THAT’S the ultimate holiday experience.
We were tasked to deliver an end-to-end Youth Marketing solution for the Club 18-30 brand, making sure that the right message was delivered at the right time, to the right audience. And that’s exactly what we did.
By running a holistic sentiment analysis on social media we found that people associated their summer holidays with legendary moments and legendary experiences.
These findings are what led us to #LegendaryHolidays - a campaign that heroes the moments and experiences friends share on the unforgettable club 18-30 holidays
Starting with a brand refresh, content and channel strategy we set out to build a yearlong youth marketing plan. It included social content production, influencer marketing and activation across media partners (as well as paid channels) around the concept of #LegendaryHolidays
Results: AN INTERNET TAKEOVER
Club 18-30 was officially repositioned as the leaders of youth holidays with the #LegendaryHolidays campaign. We rolled this out to all the destinations, 500 UK stores and an online campaign that reached the masses. From chatbots and influencers, to media partnerships and activation across multiple channels, we took over the Internet. Literally.
14 million impressions
Over 9 million views
25,000 holiday clicks
25x video content created
We brought in the big guns for this campaign: Gaz Beadle, Imogen Townley, Big Narstie and Jordan Weekender
We do. Our campaign content was spread out on leading media outlets like: UNILad, Student Problems and Wall of Comedy… just to name a few.
"This award is an acknowledgment of all of the great work that Found do, how that work affects their customers and the digital advertising ecosystem as a whole. It’s fantastic to see digital marketeers with such sound performance roots make the large but successful leap into effective creative. Found has it all - a focus on performance, a creative edge, fantastic people, sound measurements, great results and a clear customer focus. We are looking forward to what they do next."
Helene Ambiana – Head of Google Partners EMEA
“Found delivered beyond our expectations with their clever Paid Media and YouTube campaign. The fine-tuned approach to audience targeting has brought great results with incredible engagement rates, which smashed all industry benchmarks.”
Steve Osaer – Fender
“Found have proven themselves to be an immensely valuable extension to our in-house marketing team. Their wisdom and commitment to deliver has turbo-charged our digital media strategy and we’re excited about how, together, we can continue to build the Hand Picked Hotels brand online.”
Janina Downey – Hand Picked Hotels
“Found’s ability to think outside the box has boosted both awareness and engagement with our core target audience. Their combined skills in SEO, content – including video – and paid media have cleverly thrust YHA into the mind-sets of key influencers in the travel and lifestyle community, which will significantly help us to drive long term growth and loyalty.”
Jon Smith – YHA England & Wales
"Found’s impact has been staggering. Their ability to plan effective, time-sensitive search marketing strategies has transformed our ROI."
Fiona Ferguson – Canterbury of New Zealand
"We have been very pleased with the performance, energy and attention to detail the Found team have given us. We’ve seen significant uplift in key PPC metrics across the board, including a 1763% YoY rise in ROI for our Father’s Day campaign."
James Atkinson – Funky Pigeon
We were tasked to deliver an end-to-end Youth Marketing solution for the Club 18-30 brand.
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