Authentic Creators Boosted Clicks for Ireland
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Background
Objectives
Adventurous, value-driven British travellers aged 30+, in the ABC1 demographic, who gather inspiration and information before committing to a trip.
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

Meet our Influencers
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.
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.
🔎 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
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
Engagement
+937%
Over-delivery
Engagement
937%
Over-delivery
Reach
+403%
Over-delivery
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
Adding this to my Ireland itinerary!
Omg what? This is a Dream!!
Engagement
+937%
Over-delivery
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.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Adding this to my Ireland itinerary!
Omg what? This is a Dream!!