To support the launch of #EurostarOdyssey – the on board virtual reality experience – we were challenged to increase awareness and consideration among the key target audience: families.
We identified two influential vlogging families who we invited to try the VR experience for themselves en route to Paris, and to create video content that would not only service their own audiences, but provide Eurostar with engaging and fun content to promote to new audiences via social.
We partnered with EmilyNorrisLoves, who has 3 gorgeous boys under the age of 6 and a highly engaged audience of 100k subscribers on YouTube and 20k on Instagram. Emily is a favourite amongst mums – and critically its mums who are often the decision makers when it comes to family holiday plans.
We also worked with the apt-ly named Super Gaming Family. These guys have a following of 120k subscribers on YouTube who love their high-energy gaming reviews with a family focus.
Both films captured the glorious reactions of the kids enjoying their underwater VR adventure and both families offered glowing reviews agreeing that keeping the kids occupied with an on-board experience was a refreshing and stress-free way to travel.
Their content continues to reach our target audience, with a strong click through rate to Eurostar channels to find out more. To date the combined organic video views total over 30k with the paid campaign reaching hundreds of thousands more.