Digital / social Archives - Page 4 of 4 - Sian Purdy

P&O Cruises: Social Content // ‘Where Would You Rather Be?’ Campaign: Polls // 2019

P&O CRUISES

SOCIAL

Understanding our P&OC audience engage with interactive posts and gamification, I came up with the idea of “Where Would You Rather Be?”, featuring two destinations where the audience has to pick their favourite in a ‘would you rather’ style. The audience would comment with their favourite and then we followed with a short video of the winning destination. In terms of engagement, the polls did better on social as they required the audience to participate, which they react very well to; the first one we posted (Norway vs Caribbean) received 378 comments. We also accompanied these with Facebook polls, and the use of Instragram Stories poll stickers, as part of this campaign.

P&O Cruises: Social Content // Gamification // 2019-2022

P&O CRUISES

SOCIAL

Our P&OC audience engage extremely well with gamification, it is one of our top performing creative formats, some have generated over 1000 comments on a single post. Previously I have created word searches, emoji hunts, anagrams, spot the differences – to name a few – and then I came up with the idea of an “Odd One Out’ and ‘Guess the…….’ series. Below are a couple of examples of each series. All these were top performing posts; the ‘guess the destination’ below generated 2.6k likes and 1.6k comments (boosted), and the ‘odd one out’ ships generated 266 likes and 268 comments (unboosted). This was a 14% engagement rate, exceeding well over our target, with our KPI being 4%.

P&O Cruises: Social Content // ‘Where Would You Rather Be?’ Campaign: Voted Videos // 2019

P&O CRUISES

SOCIAL

Understanding our P&OC audience engage with interactive posts and gamification, I came up with the idea of “Where Would You Rather Be?”, featuring two destinations where the audience has to pick their favourite in a ‘would you rather’ style. The audience would comment with their favourite and then we followed with a short video of the winning destination, in a “we asked, you answered” style. Here are a few examples of these voted videos.

P&O Cruises: Social Content // Advocate Quotes // 2019

P&O CRUISES

SOCIAL

Our Advocate Quote campaign has been our most consistently successful content on P&OC social. The idea is using people’s stories to promote P&O Cruises, as consumers now respond better to influencer marketing rather than traditional marketing; trusting the reviews of other people rather than huge corporate companies. We use this content organically, strengthening our loyal community by sharing their stories, encouraging our audience to then share their own stories in the comments. At the same time they are also used as paid ads to the extended audience (those who don’t follow the P&OC page and who wouldn’t consider cruising for a holiday), in hope that other people’s reviews would surprise them and change their perspective on cruising – leading them to consider a P&O Cruise. This content achieves around a 10% engagement rate (our KPI target is 4%).