We love working with brands that allow for creativity – and working with a Kick Ass one is even better. Through a long-term partnership, we have taken KAH’s funky hostels and turned them into an even funkier social presence.
Kick Ass Hostels approached us in 2019 to come up with a revived social media presence to better reach their target millennial audience. The ultimate objectives were to (1) engage their current audience with remarkable content to enjoy expanded reach across peer audiences; (2) increase brand awareness and ultimately bookings through creative and data-led ad sets; and (3), make Kick Ass Hostels one of those cool, quirky places that pop into your mind when you first start planning a holiday.
We needed to ask two questions when creating the content calendar for Kick Ass Hostels Firstly, how do you engage an existing audience of people that have already visited the venue? The answer is to provide them with engaging social first content such as memes, as well as memories and appealing features that make them want to reminisce about their own stay at the hostel (get that online-word-of-mouth going!). Secondly, how do we make Edinburgh a dream place to stay? The kind of place you plan a trip around. The answer was creating beautiful ads and content that showcases all the characteristics of KAH that are so appealing to the Instagram Generation.
Beautiful and engaging creative isn’t enough. With our data-led sales funnel approach, we created several target audiences, including look-a-like audiences, which focused around several different consumer groups, such as solo travellers, students, people already travelling through Europe and many more. We ran several brand awareness campaigns across FB and IG, reaching the right people in the right places, and truly placed Kick Ass Hostels on the digital map.
The results in the first 6 months