CheapCaribbean welcomed people to apply to become one of three Woohoo Beach Ambassadors – fun seekers who will showcase “woohoo” moments on three, all-inclusive international stays during the next year to CheapCaribbean resorts. One of which will be with their Woohoo Crew!
Why do we call them "woohoo moments"? Through brand research on CheapCaribbean.com we have discovered the majority of our audience leans heavily towards those who like to have fun and have a passion for the beach. They can be discovered laying on the beach reading a good book, taking a class at the resort, hitting up the swim-up bar and dancing the night away at the resort nigt club. Hence why we have dubbed them "woohoo moment."
The goal of this program is to highlight real CheapCaribbean customers and follow the winners along on their 3 beach vacays. The ambassadors also partake in other campaigns that CheapCaribbean has going on throughout the year as well as they help bring an authenticity to campaigns and showcase that the everyday person can have their own “woohoo” moments.
This was the second year that we have done this program and made some strategic changes in order to reach as many people as possible. This was also a program that was continually asked for to return by our social followers!
The campaign kicked off on the first day of summer and ran through the end of July. We helped announce the search for our next Woohoo Beach Ambassadors by partnering with the travel group: Girls Love Travel! We sent them to Jamaica to make the announcement live from the beach. In addition, to this we also launched paid social and display, organic social, text, email, website and a paid press release.
One of the biggest challenges we faced was getting people to submit a :30 second video that not only told us why they should be a Woohoo Beach Ambassador but also showed us. We over came this by having them upload their video to their Instagram link, tag us and then share the link with us in a form submission done on our site.
We saw huge YOY growth and it was also the first time playing in the text marketing space with a content message.
The team considered this a success because we saw a huge growth in applicants 1800% more than the year prior. We also saw that paid social and display performed really well and drove a ton of traffic to the site (it more than doubled if not tripled in impressions, link clicks, etc. Organic social performance also saw huge growth from the year prior.
Part of why we think this campaign is so successful is that it says top of mind with our consumers since we follow the Woohoo Beach Ambassadors on their trips which is taken throughout the year. This validates to the audience that the winners are traveling and going on these trips.
