We introduced the promotional vehicle Spies Parent Purchase™ as a central part of the campaign. Here the wannabe grandmas could send their child on an active holiday in order to get a grandchild. It was launched through an online film distributed primarily through Facebook and Youtube activating Spies Travels +100.000 fans and audiences and media that had shown interest in the ‘Do it for Denmark’-campaign. The film was followed by segmented social media content. This created engagement within different target groups, whose online behavior had shown that were interested in our content and in specific sports relevant to Spies’ assortment.
So far, the online film had a total of +8.500.000 views. +1 million are Danish views (1 out of 5 Danes). It has generated +700 news clippings with a total reach of +600 million people. The earned media is estimated at 11.3 million Euro. Danish media alone created a 5812% ROI on the Danish PR budget. The campaign has reached +140 million social timelines. +500.000 people has commented, liked or shared so far, creating a social action rate of 6% (4% is considered highly viral). Early sales results are very positive with a +21% sales lift (first two weeks).
For most Danes Spies Travel is only equivalent to very relaxed holiday. However, research showed that many Danes find that boring and that they want active holidays instead. Spies has a great range within this assortment. Therefore, the challenge was to raise awareness and to promote active holidays.
In 2014 Spies Travel launched the ‘Do it for Denmark’-campaign in order to promote city-trips by addressing the historical low birth rates in Denmark. To continue the highly successful campaign, we re-activated the massive audience by making a sequel. This time with a twist, that allowed us to focus on active holidays. In order to sell more active holidays, Spies Travel joined forces with wannabe grandmas in the fight against Denmark's low birth rate.