Key Results
BACKGROUND
The Youth Hostels Association (YHA) is a charitable organisation that’s been providing and promoting youth hostel accommodation in England & Wales for the best part of a century.
CHALLENGE
Already working closely with Found on an integrated campaign of SEO, content and paid media activity, YHA challenged Found to help them build their brand awareness and engagement with a younger travelling audience, and generally give traffic and booking levels a major boost through some seriously catchy content and outreach.
The goal? To drive long-term growth and deeper brand loyalty.
OUR APPROACH
"We leveraged influencer marketing and video content to drive long-term growth and deeper brand loyalty for the YHA."
INFLUENCER CONTENT
We engaged with a number of key travel influencers to find 12 of their best hacks and create a travel hacking video series to drive traffic, increase engagement and generally present the YHA as the good, fun people they are.
VIDEO CONTENT
The videos were seeded organically, via In-Stream and In-Display Facebook and YouTube ads, and across the Google Display Network — with bids upweighted and retargeting implemented for maximum impact with a younger audience.
BOOKING CTA
Social snippets were also provided for use on YHA’s Facebook and Instagram, and call-to-action and companion banners placed to drive hostel bookings.
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
Overall campaign ROI of just over 532% and a 50% increase in all-important YouTube channel subscribers = super happy client.
Significant exposure to new users: 1.3 million impressions and 228,000 video views, with an additional 7,500 views of other relevant YHA content. Eyeballs aplenty!
Successfully secured valuable shares and links from key influencers and leading media outlets, LifeHacker, Sidetracked Magazine and Go World Travel. Touché.
“Found’s ability to think outside the box has boosted both awareness and engagement with our core target audience. Their combined skills in SEO, content – including video – and paid media have cleverly thrust YHA into the mind-sets of key influencers in the travel and lifestyle community, which will significantly help us to drive long term growth and loyalty.”
UP NEXT
CLIENT
Mission
Our mission was to bring personal interest stories to life and translate them to the world of work.
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