WORKING WITH INFLUENCERS, DIFFERENTLY
The London Dungeon with Stripe Communications
I was given two briefs to engage different audiences in the Summer (young teens) and at Halloween (older teens) to position the attraction as a must-do at these key trading periods.
With the attraction only letting under 16s in if they have a guardian, the Summer campaign was a tricky one to position. We had to make it 'cool' to go with your parents.
The Halloween brief was more straight forward with an already-engaged audience.
APPROACH
Prank Your Parents & The Ultimate Game of Hide And Seek
Pranking videos are huge on YouTube, especially with young teens. To deliver the Summer brief, I engaged upcoming YouTubers to stage a Dungeon Tour that films their parents being pranked throughout. This video lived on YouTube and was also promoted through Instagram stories and IGTV.
For Halloween, I needed to up the scare so created a plan, inspired by Blair Witch Project, of influencers hiding from the 'Dungeon Dwellers' whilst navigating the attraction completely alone in the dark.
We engaged two macro influencers for this, specifically chosen for their stylistic differences.
Both campaigns included a discount code for the influencers' followers. This allowed us to measure the ROI and impact of the campaign.
RESULTS
Over 380K videos across both campaigns with a impressive uptake of the discount code through Instagram stories.
These campaigns were agreed as a 'test and learn' for the brand. Working with their actors for content, and filming in the attraction was new for them.
Despite this, both campaigns proved a massive success, for not only delivering great results on social, but helping build internal relationships.
