Submitted by PepperAgency IPI Score 39/100

Go Türkiye Beyond Sun & Sea TikTok Creator Campaign

Influencer Marketing

Pepper ran a creator-first TikTok and paid social campaign for Go Türkiye to lift travel intent, and reports engagements at +2,543% against benchmark.

+257%Reach vs Benchmark
+188%Clicks vs Benchmark
+15.7%ER vs Benchmark

Case in 60 seconds

Go Türkiye wanted travel intenders and enthusiasts to choose Türkiye for their next holiday, and the brief ruled out traditional advertising as the route, so consideration had to come from creators known for tried and tested travel recommendations.

The campaign turns on trust rather than reach, because people planning a holiday act on recommendations they believe were tried and tested, and Pepper reads TikTok as a planning surface where travellers save and rewatch content.

Pepper built a creator-first campaign around trip-based content, letting personality-led narratives carry Türkiye beyond its 'Sun & Sea' image rather than relying on polished destination advertising to do the persuading.

Creators produced trip-based, TikTok-first travel content within a multi-platform mix, and Pepper added extra creator content beyond the core plan to extend reach. Paid social boosting then targeted prospecting and retargeting audiences, with performance-led optimisation running throughout the fully managed campaign.

Pepper reports engagements at +2,543% against benchmark, reach at +257%, clicks at +188% and engagement rate at +15.7%, and prints comments such as 'Do you have an itinerary?' as the community response to the content.

Strategy Breakdown

Travel intenders and enthusiasts, whom Go Türkiye wanted to choose Türkiye for their next holiday.
The page sets the work against the 'Sun & Sea' picture of Türkiye, and the community comment it prints, 'I did not know Antalya had so much to offer!', shows that narrow picture being widened by creator content.
Destination advertising competes with recommendations travellers already trust, so Go Türkiye set out to build consideration through creators known for tried and tested travel advice rather than through traditional advertising.
Go Türkiye stands back as the destination and lets creators speak for it, with the brand present through the landing page that the campaign drove clicks towards.
Pepper says TikTok supports travel planning through save and rewatch behaviours, so content built for the platform serves people deciding where to go rather than only people browsing.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Pepper

Participation mechanic

  • Pepper cites polls and interactive formats as the way audiences took part, and the page prints community comments such as 'Do you have an itinerary?' as the response to the creator content.

Results & Evidence

MetricValue
Engagements vs Benchmark+2,543% vs benchmark
Reach vs Benchmark+257% vs benchmark
Clicks vs Benchmark+188% vs benchmark
ER vs Benchmark+15.7% vs benchmark

Why Pepper's strategy worked

  1. 1

    Travel content on TikTok works as planning material rather than passing entertainment, because Pepper reports save and rewatch behaviours there, so a destination brief can treat the platform as an early stage of choosing a trip.

  2. 2

    Personality-led creator content earns more connection than polished formats, because audiences weigh a creator's own tested recommendation above produced advertising, which Pepper says outperformed polished formats on this campaign.

  3. 3

    Commissioning creator content beyond the core deliverables keeps a campaign visible for longer, so added-value content and paid boosting together sustain momentum rather than letting reach end with the first round of posts.

  4. 4

    Polls and interactive formats turn viewers into participants, which Pepper links to deeper audience interest, so a travel brief gains from giving audiences something to answer rather than only something to watch.

Related Case studies