Greater Anglia wanted proof that influencer content could drive real business outcomes - not just buzz. Their business goals were crystal clear:
To make this happen, we focused on:
Success meant proving influencer marketing could do the heavy lifting throughout the customer journey, generating not just reach but real, measurable revenue.
This campaign wasn't about creating pretty content for likes. It was about turning creativity into cash.
We started with a simple mantra: no guesswork allowed. We needed to know exactly who we were talking to, what content would grab them, which creators had genuine influence, and how everything was performing at every step of the customer journey.
Using Audiense, we mapped out our target social tribes (commuters, leisure travelers, and East England residents) and matched them with creators whose audiences were highly engaged and relevant.
Content was built on solid insights. Each creator showcased Greater Anglia's routes and offers, highlighting ease, speed, and value. The messaging stayed simple and factual, focusing on what our research showed people cared about most: fast, direct travel and flexible group pricing.
From day one, we built in thorough brand measurement with ThisThat tracking awareness, curiosity, and consideration. These insights revealed what was driving action and what wasn't, allowing us to double down on winners. This approach de-risked our decisions and helped scale our ROI.
This wasn't shooting in the dark—it was an insight driving strategy, with every element designed to boost performance. We tackled this in two strategic phases to maximise ROI: first learning, then optimising.
In Campaign 1 (October 2024), we worked with ThisThat to test content, creators, and messaging. The data revealed one powerful truth: the curiosity that would end up doubling the likelihood of consideration. This was the key that unlocked the entire funnel.
Campaign 2 built on this insight. We re-edited our best-performing content and focused our paid media on messaging that highlighted speed and directness. Using Audiense, we ensured we worked with creators whose communities closely matched our target segments (commuters, leisure travelers, and East England residents) further tailored by age and offer type (Duo offers for 18-34s; Group offers for older males).
ThisThat tracked performance throughout, allowing us to make adjustments on the fly and maximise efficiency. Paid media was integrated from the start, not tacked on as an afterthought.
ThisThat was crucial in shaping our strategy: unpacking what was happening, spotting patterns in the data, and giving us confidence to double down where it mattered—accelerating our ROI.
This campaign was a true partnership between Greater Anglia, Atomic Supernova, and ThisThat. Weekly check-ins kept strategy connected to performance, with everyone moving quickly based on evidence, not hunches.
The campaign knocked it out of the park on every measure:
In Campaign 1, we delivered:
For Campaign 2, we applied those insights to fine-tune our content, messaging, and media. The results spoke for themselves:
That's a 29% reduction in CPML for awareness and 27% for consideration—proving that our insight-driven optimisation delivered stronger, more efficient results.
We also uncovered platform-specific insights. TikTok and Instagram both delivered, but in different ways. Atomic Supernova used this intel to tailor content—Duo offers clicked with women and under-35s, while Group offers resonated with men aged 35-44.
ThisThat’s revelation of curiosity - and how we could apply this to our full-funnel understanding shaped every creative and media decision.
Beyond the numbers, we achieved a strategic shift. Greater Anglia now views influencer marketing as a performance channel—not just a brand-building exercise. This campaign proved its commercial value at scale.