For HomeAway’s first major social campaign, the objectives were to fuel deeper, sustained engagement with the brand and get our audience to see HomeAway as a company that understands the value of quality time with loved ones.
Through a series of influencer partnerships, we looked beyond sun, sea and sand and created a range of films which explored what holidays really mean to families and why it’s so important to switch off and take a proper or ‘whole vacation’.
What we Made
For our first piece, we collaborated with activist blogger Prince EA, to explore the theme ‘Taking your WHOLE vacation’. This theme was based on research showing that most people in the US, UK, France & Australia, don’t take their full yearly holiday allowance from their jobs.
In a three-minute video Prince explored the importance of taking time off from work and spending quality time with loved ones and challenged the audience to take action and change their behaviors.
The film became the fastest spreading piece of content prince EA had ever released, with over 3.25 million unique views on Facebook within 72 hours of going live. To date, the film has around 11 million views on Facebook and YouTube.
It was shared by over 100,000 of Prince Ea’s followers and was successful in generating conversation. We tracked over 200,000 online comments using the hashtag #WholeVacation.
The total reach was over 12million. All without any paid media spend and made with a tiny production budget.
Agency: Saatchi & Saatchi
What we did: Concept development, Script writing, Production, Project Management, Directing Video & Post-Production