Searching for the heart of New Caledonia

Project Summary:

To cut through the “travel porn” and get consumers excited about their nearest neighbour – New Caledonia – and make them aware of the variety of experiences these islands have to offer, we were challenged to create a social media-only campaign – with limited budget.

We utilised Instagram to let consumers choose their own adventure through the different areas of New Caledonia – with the aim to find the “Heart of New Caledonia” and unlock a secret code to win a trip. We told an engaging story, encouraging consumers to click through to the next part – an interactive treasure hunt.

Role:

  • Creative ideation
  • Client management
  • Project management and production
  • Social media management
  • Post-campaign reporting (GA and instagram).

Results:

23,888 competition entries
3,323 new instagram followers
2016 AMI Awards for Marketing Excellence, Social Media and Digital Marketing, NSW State Winner