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Submitted by Digital Voices

Expedia Travel Shop YouTube Creator Campaign

Influencer Marketing

Digital Voices ran a YouTube influencer campaign for Expedia to drive bookings through its Travel Shop feature, and the agency reports 1.2M+ organic YouTube views.

1.2M+Organic YouTube Views
5.6%Engagement Rate
4.5K+Clicks to Travel Shops
0.6%CTR

Case in 60 seconds

Expedia needed bookings through Travel Shop, a new app feature for creators to share curated property lists with their audiences, and a new feature carries no habit of use, so audiences had to be shown what it was for.

The campaign turns on intent rather than reach, because Digital Voices chose YouTube for its search-friendly content, where viewers looking for practical travel advice are already planning a trip and can be moved from inspiration to booking.

Digital Voices built the campaign on useful planning content rather than straight promotion, so that Expedia's Travel Shop arrived as the tool behind practical advice and Black Friday savings rather than as an advert in its own right.

Influencers on YouTube made segments such as "Tips, Tricks, & Lists" with practical travel advice and repurposed their past trips to showcase Expedia's Travel Shop, while Black Friday content covered the best deals and cost-saving strategies for a broad audience.

Digital Voices reports 1.2M+ organic YouTube views, a 5.6% engagement rate and 4.5K+ clicks to Travel Shops, with a 0.6% CTR that the agency sets above the industry standard it cites for the measure.

Strategy Breakdown

A broad audience of travellers in the United Kingdom and the United States looking for practical travel advice and Black Friday deals, reached through influencers' YouTube channels.
A new app feature has no existing audience behaviour to build on, so Expedia's Travel Shop needed content that demonstrated its use as a planning tool rather than content that only named it.
The page positions Expedia's Travel Shop as the planning tool inside creators' own travel stories, so the brand plays the utility within the trip rather than the subject of the video.
Digital Voices chose YouTube for its search-friendly content, because viewers searching for travel tips and deals are already planning, which shortens the distance between inspiration and a booking.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Digital Voices

Results & Evidence

MetricValue
Organic YouTube Views1.2M+ views
Engagement Rate5.6%
Clicks to Travel Shops4.5K+ clicks
CTR0.6%

Why Digital Voices' strategy worked

  1. 1

    Repurposing a creator's past trips lets a new booking feature appear inside travel the audience has already watched, which gives the tool a real itinerary to demonstrate rather than a hypothetical one.

  2. 2

    Pairing evergreen search content with a seasonal deal moment such as Black Friday gives one feature two routes to the viewer, one through planning intent and one through price, so neither route carries the campaign alone.

  3. 3

    Reporting clicks to the feature alongside views ties creator content to the action the brief asked for, which keeps the measurement closer to bookings rather than to attention alone.

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