Social First Content Production
When advertising a travel experience your job is to sell the dream. But at what point does the dream feel unattainable for consumers? And how do you make polished content feel relevant on today’s social feeds?
TASK
Create culturally relevant videos suitable for Instagram and TikTok
The combined Yacht Week and Spekk Paid Media team tasked us with creating a series of assets that – when put together – would deliver on a range of messages, showcase the beauty of the event, and make it feel real.
ACTION
Combining the old ways with the new
To deliver on this brief we quickly realised we would have to combine classic high-grade content production with the creativity of young and hungry content creators.
Trending Formats
Drawing inspiration from trending organic Instagram Reels, we produced a number of videos whose aim was to fit naturally into the target audience’s feeds.
POV Storytelling
Letting people from the event share their experience first hand
First-Frame Hooks
Capturing attention in the feed by opening a story arc in the first frame.
Myth-busting with Talking Heads
For more informative content that needed to educate the viewers we briefed rough script ideas to creators with captivating personalities.
RESULTS
Over the course of three months we produced and/or commissioned more than 70 video assets.
The increase in 3-second video views vs equivalent period last year.
The increase in complete video views vs equivalent period last year.
The increase in reactions to video content vs equivalent period last year.
The increase in video comments vs equivalent period last year.
The increase in people sharing our content vs equivalent period last year.
Nik Valentine, CMO, Yacht Week