Digital branding campaign targeting Norwegian couples for Estonia
A digital campaign across social media and news sites increased awareness of Estonia among Norwegians.
Through comprehensive insights, we found out that one of the biggest obstacles for Estonia to grow on the Norwegian market is the lack of knowledge about Estonia as a destination among Norwegian tour operators.
Despite of several direct flights from Oslo to Tallinn, Estonia is not a high-priority destination among some of the biggest players in the market.
Therefore, the awareness and general branding of Estonia is limited, resulting in Norwegian consumers not having the destination top of mind.
To increase awareness among Norwegians, we planned and designed a digital branding campaign. The campaign targeted Norwegian couples 30+ and focused on three USP’s of the destination:
1) Gastronomy (In 2022 Estonia received new Michelin stars as the only Baltic country)
2) Culture (Estonia has an interesting culture and history)
3)Spa experiences and luxury (Estonia has a great and affordable spa and wellness product)
Further, we underlined that travel time from Oslo to Tallinn is only 1,5 hours.
Despite of several direct flights from Oslo to Tallinn, Estonia is not a high-priority destination among some of the biggest players in the market.
Therefore, the awareness and general branding of Estonia is limited, resulting in Norwegian consumers not having the destination top of mind.
To increase awareness among Norwegians, we planned and designed a digital branding campaign. The campaign targeted Norwegian couples 30+ and focused on three USP’s of the destination:
1) Gastronomy (In 2022 Estonia received new Michelin stars as the only Baltic country)
2) Culture (Estonia has an interesting culture and history)
3)Spa experiences and luxury (Estonia has a great and affordable spa and wellness product)
Further, we underlined that travel time from Oslo to Tallinn is only 1,5 hours.
The strategic foundation
These three USP’s created each their own track for the campaign in order for us to target the three target groups most efficiently.
The campaign ran on both display and paid social to create a broad presence across platforms. Our ads thereby followed the target group across Facebook, Instagram and various news sites.
In addition, we also aimed to reach them in Stories, newsfeed, carrousel and with five different display placements (1x desktop, 3x all devices and 1x desktop/tablet). We know that some people only watch stories, while others are more occupied of scrolling down their feed. Therefore, we had to be present both places. Likewise, we adapted the ads to suit the format of respectively mobile, desktop and tablet.
The ads linked to the Norwegian website Finn.no, selling flight tickets to Tallin.
The campaign had a total of 2,541,504 exposures to 568,812 unique users - with 38,580 banner clicks and a CTR of 3.6% showing that we reached the right target group, as they have been interacting with the banners.
These three USP’s created each their own track for the campaign in order for us to target the three target groups most efficiently.
The campaign ran on both display and paid social to create a broad presence across platforms. Our ads thereby followed the target group across Facebook, Instagram and various news sites.
In addition, we also aimed to reach them in Stories, newsfeed, carrousel and with five different display placements (1x desktop, 3x all devices and 1x desktop/tablet). We know that some people only watch stories, while others are more occupied of scrolling down their feed. Therefore, we had to be present both places. Likewise, we adapted the ads to suit the format of respectively mobile, desktop and tablet.
The ads linked to the Norwegian website Finn.no, selling flight tickets to Tallin.
The campaign had a total of 2,541,504 exposures to 568,812 unique users - with 38,580 banner clicks and a CTR of 3.6% showing that we reached the right target group, as they have been interacting with the banners.