Influencer Marketing

Authentic Creators Boosted Clicks for Ireland

A high-impact influencer campaign showcasing the beauty of Derry~Londonderry and Donegal, delivered with premium content at low cost.
Best Travel and Lifestyle Campaign | Influencer Marketing Awards
Award-winning campaign |
Best Travel and Lifestyle Campaign | Influencer Marketing Awards

Background

Objectives

Get

Adventurous, value-driven British travellers aged 30+, in the ABC1 demographic, who gather inspiration and information before committing to a trip.

to

Build awareness of the Island of Ireland, especially Derry~Londonderry and Donegal, by inspiring consideration and bookings.

Goals

Boost destination reach, cost-effectively

Drive action through daily trip planning

Create reusable, high-performing assets

261,000

@thegingerwanderlust

Travel creator sharing vibrant, feel-good content with tips and photo inspo. Known for cheerful tone and practical advice for Gen Z and millennial travellers.

Interests

⛰️ Adventure

🧭 Travel tips

👩‍🦰 Solo + female travel

🎓 Educational content

Strong reach on IG & TikTok

Fun, shareable content fit brand tone

£0.08 CPA + high engagement

36,000

@eilidh__cameron

Isle of Mull-based creator blending nature, calm visuals, and personal storytelling. Content is soothing, saveable, and deeply aesthetic.

Interests

🌿 Nature photography

🥾 Outdoor exploration

🏖️ Coastal/rural travel

🧘 Mindful living

ER 18.91% = active audience

Strong UK/North America base

Scenic, soft-toned content fits brief

Strategy

Pepper’s proprietary tool combines data and human insight to optimise influencer and social marketing.
influenceIQ logo

Meet our Influencers

production

Two carefully selected influencers created all content independently on-location in Derry~Londonderry and Donegal. Content was delivered with no on-ground production costs, leveraging each creator’s authentic style and storytelling expertise.

content

The campaign yielded 70 high-quality assets (vs. 11 contracted), including vibrant Reels, Story stickers, and drone footage. Strong engagement tools like polls and quizzes drove an 8.14% ER and exceptional audience sentiment across Instagram.

Strategies

🔎 Vetting via UK reach & ABC1 demo

🎨 Contrast in creator visual styles

📊 Used polls, quizzes, comments

🎁 59 bonus Stories added value

🔗 Link in Bio & Story Stickers used

📱 TikTok tested for future growth

Research Insights

Scope & Methodology

Key Insights

Strategic Recommendations

Results

Campaign Results

Research statistics

Reach

+403%

Over-delivery

Engagement

+937%

Over-delivery

Engagement

937%

Over-delivery

Content Pieces

+636%

Over-delivery

Reach

+403%

Over-delivery

community response

Adding this to my Ireland itinerary!

Omg what? This is a Dream!!

Engagement

+937%

Over-delivery

Engagement

937%

Over-delivery

Reach

+403%

Over-delivery

community response

Adding this to my Ireland itinerary!

Omg what? This is a Dream!!

Engagement

+937%

Over-delivery

Adding this to my Ireland itinerary!

Engagement

937%

Over-delivery

Content Pieces

+636%

Over-delivery

Reach

+403%

Over-delivery

Engagement

+937%

Over-delivery

Omg what? This is a Dream!!

Reach

+403%

Over-delivery

community response

Adding this to my Ireland itinerary!

Omg what? This is a Dream!!

Engagement

+937%

Over-delivery

partner with pepper

Key Learnings

Bonus content = bigger results

59 bonus Stories enhanced engagement, adding value and deepening the destination story.

Polls beat comments for ER

Interactive tools like polls drove high engagement through easy participation.

Motion outperforms stills

Reels and Stories delivered stronger performance than static imagery.

Tracking must be standardised

Mixed UTM and raw links skewed click data; tracking consistency is critical.

Partner
with
Pepper

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