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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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Annual ID

OS_SM19062M

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. They became #Earnbassadors. A ‘Call-to-Earns’ went out on instagram, addressable channels and email. Members responded, with everything from puppet raps, memes, tutorial-videos, murals, even tattoos! Dedicated members promoted the program and recruited other members across all social media platforms including Instagram, Facebook and blogs. Thousands of content pieces were created, which we used as ads. It worked with: - 7.4M organic cumulative reach - 5,000+ UGC pieces - +390% positive sentiment - 700% increase in instagram followers