During the spring of 2019 MTRX wished to reach out on social media through influencers who had a connection to both Gothenburg and Stockholm, two of the company’s biggest travel destinations.
The goal and the purpose of the campaign were to build up the brand and create awareness around MTRX as being the obvious choice when it comes to traveling between Gothenburg and Stockholm.
Thanks to our previous experience and our large network of influencers we were able to set up a creative and genuine collaboration based on the customer’s guidelines.
With the help of 10 profiles who had a strong connection to both Gothenburg and Stockholm, and who often travelled between the two, we created and executed the campaign Going home with MTRX. The main purpose of the campaign was to show what it means for the traveller to come home with MTRX and what home actually is for them personally.
10 genuine profiles who had a strong connection to both Stockholm and Gothenburg and who often travelled between the two of them.
Activations on all profiles Instagram.
Bookings of MTRX train journeys for the shooting of the campaign content.
An external producer who edited the content from the profiles into one video which was then posted on Instagram.
We selected profiles who could deliver the campaign in a credible and genuine way. It was also important that the profiles were a great match for MTRX as a brand.
We chose to use both micro profiles and macro profiles. The advantage of using micro profiles is that they have a close relationship to their followers. This in turn will contribute to higher engagement rates and interaction between the profiles and their followers. To increase the reach and hit a bigger audience we also included macro profiles.
Thanks to our digital measuring tools we could make sure of high engagement rates and that the right target group would be exposed to the campaign.
Social Media
10 genuine profiles, with a high credibility among their followers, executed the campaign during a month. They highlighted the message in the campaign by three activations on Instagram, including Instagram stories and posts in the feed.
Production
An external producer edited the content from the 10 different profiles into one video. The video had to be one minute long and in the right format for Instagram, so it was possible for the profiles to share it as a post on Instagram.
The content created by the profiles needed to be genuine and have a feeling of familiarity. It also needed to be in video format so that the profiles could share what home were to them and what it meant for them to come home. The videos would take place on the train to either Gothenburg or Stockholm. The profiles had the opportunity to customise the content after their own personal tonality and their own perception of what home meant to them.
The content was published during a period of three week to get the highest possible exposure.
10 profiles with an average engagement rate of 8%
450k followers in total (can include cross coverage)
10x Instagram posts
20x Instagram stories
(1x Instagram post + 2x Instagram stories per profile)
@sannajornvik
@mattssonmoa
@sebastianwallden
@mariellelindalh
@claramorberg
@elinskoglund
@bragibergsson
@oliverstrige
@gertrudetornvall
Filippa Lund
@filippalund
We were able to create the campaign video #GoingHomeWithMTRX with the help of an external producer. This video was then shared on all 10 profiles Instagram.
The video was created using the content that the profiles filmed during the train journeys, in which the profiles share that they are on the way home with MTRX and what home is and what it means to them personally.
The video was one minute long to enable it to be shared as a post on Instagram.
