Tourism Marketing Baden-Württemberg (TMBW) wished to raise awareness of their region with audiences across the UK and US. To achieve this we designed a festive digital advent calendar competition campaign to be implemented via an animated Instagram grid takeover concept and supported by further Instagram ads to extend the reach among the target audiences.
The campaign centred around increasing awareness of the Baden-Württemberg region, and its various partners, whilst also presenting it as the perfect winter getaway destination for audiences in both the UK and US.
Over the 25 days of advent, different partners were introduced to @visitbawu’s followers. Each day, an animated post showed a calendar door opening to reveal a partner image along with the post’s caption providing more information. The Instagram grid takeover also showcased the posts tessellated together as a unique eye-catching digital advent calendar.
The campaign gained incredible momentum. Audiences, who were invited to take part in the campaign competition by following and liking each post as well as tagging a friend in the comments, took part daily for the duration of the campaign. The winners, to spread the festive joy, were announced via Instagram on Christmas Day.
The additional Instagram ads also ran for the duration of the campaign, encouraging audiences to follow the TMBW to learn more about their special region whilst also further promoting their partners to those in the UK & US.
1.6 million+ total impressions
Instagram audience growth of approx. 2,500
3,800 competition entries