How Brands Can Leverage Holiday Instaspam

How Brands Can Leverage Holiday Instaspam
SHARE
THIS



Vizeum’s digital manager Bobbie Gersbach says social media has changed the way we holiday and explains how brands can get amongst it all.

It seems to be that time of year (i.e. winter) where 95% of my social feeds are populated by smug folk holidaying in sunny places on the other side of the world. Well pedicured toes in the sand, #nofilter beach sunsets, Qantas Lounge check ins, etc. I’m sure you know what I’m talking about.

I’m not claiming to be exempt from this urge to Instagram my little heart out whenever I realise I’m in reach of free wi-fi on holidays (the dream). It may just make everyone else’s summer holiday snaps all the more noticeable when I’m back in the real world.

The point is, social networks have changed the way we holiday – including the planning, the anticipation, the holiday experience itself and the post-holiday re-entry. Facebook and Instagram in particular have become personalised, intimate travel agents in their own right. It is no coincidence that you’re seeing the same places pop up so often in your feed. Post a stunning series of photos of you and your friends in Mykonos? That’s going to work a lot harder than a piece of traditional paid marketing, the proof of which will be evident within your feed in months to come.

Certain brands have embraced this shift in the holiday path to purchase, and have really used it to their advantage. Cape Town Tourism developed a Facebook app which mimicked what the user’s Facebook feed would actually look like on a holiday to the city. Not only was it a great way of showcasing the destination as per the user’s tastes, but it was also a very naturally shareable concept which overtly played off our tendency to flaunt our holidays socially.

Also using Facebook integration, Carnival Cruise Lines allowed users to define a few key holiday desires which fed into a ‘movie trailer’ of their holiday, pulling in personal details to ensure they were truly able to picture themselves on a cruise. Again, this campaign was very much born from the brand recognising Facebook as an essential holiday dreaming/planning tool for their audience (consciously and, at times, subconsciously).

A great indication of the validity and scale of this social holiday planning trend is Trip Advisor’s investment into their Facebook app. The Trip Advisor app is the 9th most used globally, with over 10 million monthly average users. It’s also fully integrated on site, which adds a powerful word of mouth layer to one’s holiday planning experience. It’s undoubtedly helping to combat the backlash the site receives over fake or jaded reviews – when the review is coming from your friend, it changes the game.  Unbelievably, 90% of my own Facebook connections have the Trip Advisor app and I can’t see how that won’t change the way I aspire and plan to see the world.

Blog photo 1

Any brand with a connection to travel needs to think about how they can best leverage the holiday sharing which is organically occurring. Even brands outside of the category are recognising the huge opportunity. Telcos, for example, are answering the demand for overseas data both in terms of Australian and International businesses. You’ll notice that both Optus and Vodafone have been pushing their “$x/day” all-inclusive roaming packages in recent months, and overseas providers such as O2 are active in social media with clever, tactical communications:Blog photo 2

There are of course challenges around this, one of which is the need for more of a global marketing approach than a siloed approach. The brands who can overcome this may hence be those who are here to stay.

In summary, if your friends aren’t seeing you living it up on #holiday, it may as well have never happened. Tongue-in-cheek as this statement may be, think about the last time you went on holidays and showed off your photos and experiences after you got back.

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]