“I was blown away by the level of creativity in the pitches submitted by the 10 shortlisted adventurers. The quality of the assets we got from Jenny, our first influencer, was incredible.”
– Carmen Rendell, Head of Brand, Caxton
Five UK influencers went on an adventure of their choice abroad to demonstrate the benefits of the CAXTON FX cash card. They delivered high-quality assets and above-average levels of engagement during the three months of the campaign duration.
Caxton is a financial provider that makes it easier, safer and cheaper to send and spend money abroad. Carmen Rendell, Head of Brand at Caxton, chose influencer marketing to raise awareness of the CaxtonFX card amongst a physically active audience.The campaign aimed to generate authentic and inspiring content, which could be used on the Caxton website and own social media channels, and to increase Caxton’s own social media reach.
STRATEGY
We offered 5 adventure bloggers the chance to design their own adventure outside of the UK. 23 adventurers pitched their idea, and Caxton picked the most relevant and creative amongst a shortlist of 10. The influencers were tasked to document their journey via Instagram, Twitter, YouTube and their blogs, using the Caxton FX card to pay their way through their travel and tagging all their content with the #CaxtonLife hashtag.
KEY OUTCOMES
Throughout the campaign, which lasted 3 months, the Caxton marketing team had access to fresh, high-quality content on a daily basis. “The results have been amazing so far; together with the adventurers, we developed very engaging videos, mostly about the adventures themselves, but also about new products that we’ve been developing. As soon as the content is developed and published, we can put it out through our channels and see immediate results.”
On their own channels, Caxton saw a 50% growth on their Instagram channel and a 4x increase in engagement (likes/comments/shares) during the campaign.
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