In order to increase awareness, generate excitement and drive demand for Norwegian Bliss, our new ship launching in May 2018, we developed a cross-platform; multi-media social campaign to reveal the ship's new and unique features. Our goals were to maximize organic reach via engaging content & drive visits to the Bliss microsite.
- Created an abundance of social content, leveraging varying formats such as: Short form & long form video, Cinemagraphs, Animations, Renderings, Custom photography, 360 video & Virtual Reality!
- Slated the content over a 2-week time frame in order to highlight each unique venue and activity individually on different days. This prevented any single feature from overshadowing the others and allowed us to maximize impressions and engagement over a longer period of time.
- Created a robust influencer campaign that ran simultaneously with the campaign on our owned social media accounts. Working with a broad range of influencers allowed us to expand our reach beyond our existing fans, and providing them with varying creative assets allowed them to do posts on multiple days. In addition, with our direction, the influencers helped us establish the prominence of the #NorwegianBliss hashtag.
The Norwegian Bliss reveal campaign was a success, generating:
- Record-breaking organic reach on Facebook +78% vs prior record.
- +74% increase in average monthly impressions.
- +57% MoM increase of visits to ncl.com driven from social.