Eurostar Unfiltered
Content CreationSocialChain built Eurostar Unfiltered for Eurostar, a creator-led travel guide of 56 pieces of Content made with 18 local creators across four European city hubs.
Case in 60 seconds
Eurostar's social output largely recreated or reposted what travel influencers were already making, so the brand was getting lost in the noise while city break makers treated it as a logistic rather than part of the adventure.
The campaign appears to turn on a shift in how city breakers plan, because a traveller who wants the real culture and unheard of spots is looking for a resident's route rather than the ranked tourist article a search engine returns.
Eurostar Unfiltered gave the brand a "local" voice by positioning it as the go-to service for European cities' best kept secrets, so the operator became a guide to the city rather than the means of reaching it.
SocialChain worked with creators from four hubs, London, Paris, Amsterdam and Brussels, to build a European travel guide on Eurostar's Instagram and LinkedIn channels, covering routes such as Amsterdam's Waterlooplein market and Lille's Neoclassical architecture through a local's point of view.
SocialChain reports 56 pieces of Content and 18 local creators, that the Instagram engagement rate KPI was smashed and that the larger gains came on LinkedIn, where the increase in engagement rates arrived immediately and Eurostar extended the strategy into ongoing content.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- content
Partners
- SocialChain (lead_agency)
Creator role
- Bibi-Jane — creator
- 18 local creators
- creators from four different hubs (London, Paris, Amsterdam, and Brussels)
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| local creators | 18 local creators | creators_count |
| pieces of content | 56 pieces of Content | content_pieces |
Why SocialChain's strategy worked
- 1
A brand that reposts creator formats inherits the category's sameness, so building a distinct editorial position, in this case the local voice, appears to be what separated Eurostar from the travel content around it.
- 2
SocialChain expected audiences to need time to adjust to a radical change in look and feel, and the immediate engagement increase suggests that a sharp shift in creative register can be read as a reason to re-engage rather than as a disruption.
- 3
The strongest reported gains landed on LinkedIn rather than Instagram, which suggests that creator-made travel content can carry a professional feed where such formats are less common, though the page states no rates for either platform.
- 4
Casting creators by city hub rather than by reach gave the work a claim to local knowledge, because a resident naming Waterlooplein or Wazemmes Market carries an authority that a visiting influencer cannot borrow.
