YHA Video Content Marketing Case Study

Found > Case Studies > YOUTH HOSTELS ASSOCIATION (YHA)

INTRODUCTION BACKGROUND APPROACH RESULTS

YOUTH HOSTELS ASSOCIATION (YHA)

Key Results

532 %

ROI

1.3 M

IMPRESSIONS

LINKS

EXPERTISE

Travel & Hospitality, Content, Influencer

BACKGROUND

The Youth Hostels Association (YHA) is a charitable organisation that’s been providing and promoting youth hostel accommodation in England & Wales for the best part of a century.

CHALLENGE

Already working closely with Found on an integrated campaign of SEO, content and paid media activity, YHA challenged Found to help them build their brand awareness and engagement with a younger travelling audience, and generally give traffic and booking levels a major boost through some seriously catchy content and outreach.

The goal? To drive long-term growth and deeper brand loyalty.

OUR APPROACH

"We leveraged influencer marketing and video content to drive long-term growth and deeper brand loyalty for the YHA."

INFLUENCER CONTENT

We engaged with a number of key travel influencers to find 12 of their best hacks and create a travel hacking video series to drive traffic, increase engagement and generally present the YHA as the good, fun people they are.

VIDEO CONTENT

The videos were seeded organically, via In-Stream and In-Display Facebook and YouTube ads, and across the Google Display Network — with bids upweighted and retargeting implemented for maximum impact with a younger audience.

BOOKING CTA

Social snippets were also provided for use on YHA’s Facebook and Instagram, and call-to-action and companion banners placed to drive hostel bookings.

RESULTS

The numbers speak for themselves:

When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.

ROI

Overall campaign ROI of just over 532% and a 50% increase in all-important YouTube channel subscribers = super happy client.

532 %

IMPRESSIONS

Significant exposure to new users: 1.3 million impressions and 228,000 video views, with an additional 7,500 views of other relevant YHA content. Eyeballs aplenty!

1.3 M

LINKS

Successfully secured valuable shares and links from key influencers and leading media outlets, LifeHacker, Sidetracked Magazine and Go World Travel. Touché.

“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

Team Member