We’ve been popping the champers since our International Campaign win at The Travel Marketing Awards.

Putting the fizz to one side, we’ve taken a moment to reflect on how we made Hostelworld’s ‘Even Divas Are Believers’ campaign a success, globally.

Think global, act local

This may be our tagline, yet all-too-often we’re asked to deliver “one size fits all” campaigns. Working with Hostelworld was a dream from start to finish. It’s a brand that understands the importance of tailoring campaigns for global markets, and which trusts us to deliver – even when tasked with the challenge of making content go viral.

Putting this into action

Teasing the Mariah campaign ahead of launch was crucial to its success. For the UK and Australia, a media mailer including Mariah-related clues was the perfect way to capture press attention and get them guessing. While in the US and Germany, media partnerships teed up the launch. Each market gave nationally exclusive embargoes to their top target – the title that would drive mass awareness, high quality syndications and online conversation.

The US adjusted the tone of the content to suit the sincerity of US media. The small but crucial edits helped them to land incredible TV broadcast coverage across FOX and ABC. Driving hundreds of syndications nationally, the coverage reached millions nationwide and included strong messaging – hostels are not what you expected. 

The results

Our strategic PR approach resulted in more than 1,500 pieces of coverage, with 100+ pieces in Tier 1 titles and broadcast segments, including Mail Online, Lorraine, Good Morning Britain, VICEPeopleCosmopolitanElle and News.com.au, and half included a backlink to the campaign landing page. 90% included the full video, helping to drive more than 3.9million views of the video in the first week, which now has more than 13million views on YouTube.

More importantly, Hostelworld measured an uplift in traffic to the site during the campaign launch week, with a 49% increase year-on-year.

Our overarching goal was to make the Mariah ad go viral, and that’s exactly what we did.