P&O Cruises: Social Content // ‘Done On A Cruise’ Video Series // 2019

P&O CRUISES
SOCIAL

Following the success of our Advocate Quote campaign, we took the idea of using people’s stories to promote P&O Cruises, and created a ‘Done on a cruise’ video series. This features quotes from past cruisers about surprising and extraordinary experiences they had on a P&O Cruise. The idea was to boost these as 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 it would surprise them and change their perspective on cruising – leading them to consider a P&O Cruise.

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

P&O CRUISES
SOCIAL

Part of our “Where Would You Rather Be?” campaign, this has a different creative approach to asking the audience ‘which one?’; where the visual is representing someone who cannot decide which destination they prefer. I pulled similarities between the two destinations to sit side by side to make an engaging visual, especially the opening frame where I wanted the audience to almost make a double take as they scroll through their feed.

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%).