Driving positive social conversation from the middle of the ocean.
In the overlap of candid posts and produced content, Royal Caribbean searched for their social media sweet spot. We created on-brand content that felt at home on influencers’ channels and increased conversation around an existing product.
GOING OVER AND ABOVE COLLABORATING WITH SOCIAL INFLUENCERS
We understand the power of creating content in tandem with social influencers. With Carlos PenaVega and Emma Slater as talent, we spent a week onboard Anthem of the Seas generating real time content to be featured on these influencers’ social channels. Having already been launched in 2015 and in the market for over a year, Anthem of the Seas got a boost through social media.
Carlos and Emma helped Royal Caribbean tap into a new-to-cruise, younger audience via their social media channels. The content itself focused on dispelling cruising myths and focused on healthy vacationing with a #FitAdventure spin on cruising. With Overabove’s fast pace of production, we could produce, edit and launch over 20 videos within a 2-week timeframe.
RESULTS ABOVE EXPECTATIONS
Positive Anthem of the Seas social conversation increased by over 544% during the time period when content ran.
Anthem of the Seas had an estimated reach of 6.3 million impressions Facebook, Twitter, Instagram and Snapchat.
2.2 million #FitAdventure video views on PenaVega and Slater’s social media channels.