In early summer 2015, Alaska Airlines sought to run an Instagram-focused campaign designed to:
- Strategically grow their Instagram community
- Increase awareness of select routes within key geographic areas
- Inspire short-haul, weekend travel within the summer months
- Highlight their multitude of direct flights departing from the west coast
- Generate photography assets for future use on social and beyond
With this laundry list of goals, Sparkloft Media designed the Weekend Wanderer campaign. This program utilized influencers located in four key markets (Salt Lake City, San Diego, Portland and Seattle) to travel on select routes to each explore a new city in a manner that was unique to their own travel style.
While exploring, the influencers posted photos documenting their trips each from a unique perspective on their own Instagram account as well as Alaska Airlines’. All of the photos were accumulated on a campaign microsite where followers could see all of the influencers’ photos shared across accounts, as well as enter to win their own Weekend Wanderer getaway.
Over the course of five weekends, our Weekend Wanderer instagrammers traveled to four cities in three countries and took over the @AlaskaAir account to share their journeys. This resulted in 59 shared photos, generating 3.7 million impressions and 87k engagements. Additionally, the @AlaskaAir Instagram account grew by more than 33%, gaining 7.6k new followers and surpassing the 30k mark.
The campaign microsite received 55k+ visits, resulting in more than 45k sweepstake entries and 28k+ total email sign-ups for Alaska Airlines (19.8k) and the supporting hotel provider, Rocketmiles (8.5k).
Most importantly, this campaign generated awareness of the brand’s priority routes and inspired relevant followers to take weekend getaways with all of Alaska Airlines’ nonstop flights. In all, more than 6.6 million impressions reminded travelers all you need is a 48 hours to be a Weekend Wanderer with Alaska Airlines.