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HomeAway - #BeHere15


2 million people reached

The Brief

We were asked to drive traffic to HomeAway’s website from social during January, the holiday industry’s busiest period.

The Approach

Our audience insights told us that people love to imagine themselves somewhere fun and exotic, so we created engaging Vines, videos and imagery to kindle the desire for a getaway.

This drove people to the #BeHere15 microsite where more holiday-inspiring content showcased 15 selected destinations.

We surprised HomeAway’s fans with themed freebies and discounts, building brand advocacy and creating buzz about the campaign. We also seeded the #BeHere15 competition to forums and sites that we knew our target audience love.

The Results

We reached over 2 million people, achieving an engagement rate of 7.4%.

Social content drove over 63,000 visits to the microsite.

There were thousands of entries, exceeding our KPI by 33%. 92% of these entrants said yes to email remarketing from HomeAway.

Social ads drove 20% of all impressions and enjoyed average CPC and CPE rates at 75% of the industry average.

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