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2019 One Show - Social Media

The Earnbassadors

Agency CHE Proximity / Australia + FINCH / Melbourne

Client Velocity Frequent Flyer
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OS_SM19014G

About the Work

Frequent flyer programs are seen as being for people who can afford to fly regularly. Velocity Frequent Flyer, is different. Members can earn from 100+ partners on everything from groceries, petrol and more. How could Velocity encourage more people to engage with the program beyond those that fly? We converted our marketing budget into Points and paid members who promoted us with them. Our members were our influencers, our #Earnbassadors. A ‘Call-to-Earns’ went out on instagram, addressable channels and email. Members responded, and with creativity trumping reach, they created everything from puppet raps, memes, tutorial-videos, murals, even tattoos! Our members created thousands of pieces of UGC promoting Velocity which we turned into ads and used to retarget members who weren’t engaged in the programs. It worked with: - 7.4M organic cumulative reach - 5,000+ UGC pieces - +390% positive sentiment - 700% increase in instagram followers