Insights: The Value of Social Influencer Campaigns


As a marketing tool aimed at increasing awareness and interest in travel to destinations, social influencer marketing campaigns are a growing trend. But how effective is influencer marketing? This article explores South African Tourism’s #WowSouthAfrica campaign as a case study to find answers.

According to an infographic on, influencer marketing can generate up to 11x the ROI of traditional advertising. And it’s not just about the size of the influencers’ following. Micro influencers (those with 1,000-10,000 followers) generate higher engagement rates than do macro influencers (celebrities) with a ‘like’ rate of 8% compared to 2.5% for the latter.

South African Tourism (SAT) launched a wildly successful #WowSouthAfrica campaign to communicate the real, unfiltered, accessible and inspiring experiences available in the country. With a brief to drive awareness and increase interest in travel from the USA to the long-haul destination, and a strong goal to improve upon the successful results of a similar program in 2015, Sparkloft Media leveraged the voices of hand-picked travel influencers to drive engagement, reach and video views.

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