Germany case-study

1. Germany National
Tourism Office
Social Media Ambassador Campaign

2. via Netbase/CubeYou
Pitch Data

3. SOCIAL MENTIONS
Net sentiment about Germany is fairly good: 85.1% positive.
Conversations around travel to Germany is high with 4.7 million
mentions over the last 2 years.

4. SOCIAL TERMS
Top terms around travel in Germany include food, hotels, beer,
museums.
Germany is related to, in order; France, Italy, Spain, Europe,
Switzerland, Paris, Russia, Austria, Frankfurt.
Top brands associated to travel in Germany include: Lufthansa, Berlin
Museum, BMW, Facebook, Reuters, McDonald’s, Twitter, Airbus, Air
France, Apple, Mercedes, Google.
Hashtags associated with travel in
Germany are at right.

5. SOCIAL TERMS
Sentiment drivers around Germany travel are very positive.
Attributes
Emotions
Behaviors

6. SOCIAL DEMOGRAPHICS
Social media conversations around travel to Germany rest slightly
more on males than females and show the highest volume of
conversations from New York City, Chicago, Los Angeles, Atlanta,
Houston, Seattle, San Diego.

7. SOCIAL DEMOGRAPHICS

8. SOCIAL DEMOGRAPHICS
Female
Male
Status
Married (68%)
Family
Has Kids (39%)
Education
College (80%)
Income
40-70k
Geography
Urban
10%
12%
24% 45%
10%
13-17
18-24
25-34
35-44
45-55
60%
40%

9. SOCIAL PSYCHOGRAPHICS & INTERESTS

10. RECREATIONAL INTERESTS

11. MEDIA TRENDS

12. TRAVEL INTERESTS

13. SOCIAL CHANNELS
While around 41% of the social conversations about Germany travel
happen on Twitter, there is a strong volume on news, forum and blog
channels.

14. MEDIA SPECTRUM

15. STRATEGIC CHALLENGE

16. BRAND CHALLENGE: SENTIMENT GAP
We did some research to better understand Germany as travel
destination. We found Germany tourism documents and travel
resources sharing the theme of Germany being a good value for
travel. However, in looking at sentiment expressed on social
networks we found that consumers felt that Germany was an
expensive destination.
mind the gap social sentimentbrand positioning
Good Travel Value Expensive

17. SOLUTION

18. Results

19. Whitney’s background and
direction for Germany:
• Lives in Orlando, FL
• Phone: iPhone 5S
• Blog websites:
www.becarchic.com &
www.citywhit.com
• Routing & travel dates:
Munich, Garmisch-
Partenkirchen, Bad
Reichenhall,
Berchtesgaden,
Frankfurt from October
27 to November 4
GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN

20. Fio’s background and
direction for Germany:
• Lives in Orlando, FL (from
Miami, FL)
• Phone: iPhone 6S
• Camera: Sony RX100 III
• Blog website:
www.metanoialiving.com
• Routing & travel dates:
Frankfurt, Düsseldorf,
Assmannshausen,
Wiesbaden, Rüdesheim,
Baden-Baden, Frankfurt
from November 3 to
November 11
GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN

21. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN

22. Likes
Comments
21,421+
402+
GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN

23. Challenge:
Increase Twitter + Facebook followers for
Germany National Tourism Office (GNTO).
Insight:
Using social listening tools Fuseideas
discovered that GNTO was perceived as an
expensive getaway location geared toward an
older traveller.
Solution:
Fuseideas developed a 4-week ambassador
contest which led to the selection of two 20-
something ambassadors who traveled
throughout Germany on theme-specific trips,
creating and sharing content along the way.
They created content that was used by GNTO
in a variety of ways over the next few months
and saw their highest Instagram engagement
ever.
10,968campaign mentions
21,387votes
78contestants
39,664,570potential campaign impressions
Campaign Outcome:
We reached our acquisition goals in 6 weeks with
the additional stats:
GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN

24. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
Craig Goldstein
OPERATIONS DIRECTOR
Michael Durwin
DIR. SOCIAL MEDIA
Alaine Hansen
SOCIAL MEDIA SPECIALIST
Team
1273%Facebook Acquisition Increase
31%Twitter Acquisition Increase
501%Instagram Acquisition Increase
Follower Acquisition Results:
In addition to exceeding our goals for Twitter
and Facebook follower acquisition we saw an
increase in social sentiment around the brand
as well as Instagram. Below are the total
follower acquisition increase results:

25. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
0
8750
17500
26250
35000
Launch Goal Final
Twitter
Launch Goal Final
26,089
32,000
34,285
31%Follower Acquisition Increase

26. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
0
350000
700000
1050000
1400000
Launch Goal Final
Facebook
Launch Goal Final
87,757
110,000
1,205,361
1273%Follower Acquisition Increase

27. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
0
15000
30000
45000
60000
Launch Final
Instagram
Launch Goal Final
9,548
NA
57,352
501%Follower Acquisition Increase

28. GERMANY NATIONAL TOURISM OFFICE: AMBASSADOR CAMPAIGN
7%Increase in positive social sentiment
15%
85%
8%
92%
BEFORE - AFTER