#SayYesToTheWorld - Asia and South America-2
Submitted by TRIBEAgency IPI Score 32/100

Lufthansa #SayYesToTheWorld Creator Travel Posts

Influencer Marketing

TRIBE ran a #SayYesToTheWorld creator brief for Lufthansa that produced 21 posts on Asia and South America travel, with the agency reporting a 5.26% engagement rate.

720.5KCombined Followers
37.9KLikes & Comments
5.26%Engagement Rate
$0.13Average CPE

Case in 60 seconds

Lufthansa set out to collect #SayYesToTheWorld travel moments from Asia and South America, so the brief had to draw out experiences that creators considered life changing rather than ordinary holiday photography.

A travel memory that changed a person's life carries more conviction than a brand's own claim, so TRIBE asked creators to revisit experiences they already held rather than to stage new ones, and the page frames that personal stake as the hook.

The organizing idea was a #SayYesToTheWorld call for each creator's ultimate travel moment in Asia or South America, shot from an unusual perspective, so the brand sat behind the story rather than in front of it.

TRIBE briefed creators to submit posts of their travel experiences in places such as Delhi, Mumbai, Beijing, Buenos Aires and Rio de Janeiro, and 21 creator posts ran under #SayYesToTheWorld with beautifully shot, inspirational images as the stated standard.

TRIBE reports 21 creator posts published to a combined following of 720,544, which returned 37,877 likes and comments, a 5.26% engagement rate and an average CPE of $0.13.

Strategy Breakdown

Lufthansa sits as the enabler of the trip rather than its subject, because the brief centres on the creator's own life-changing moment and the destination rather than on the brand itself.
The brief turns on the habit of travellers retelling trips that changed them, so asking for that moment draws out content creators already value rather than a scripted endorsement.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Combined Followers720.5K followers
Likes & Comments37.9K likes and comments
Engagement Rate5.26%
Average CPE$0.13
Creator Posts21 posts

Why TRIBE's strategy worked

  1. 1

    Asking creators for a past experience that changed them, rather than for a new trip, lets a travel brand gather personal testimony quickly, because the memory and the imagery already exist before the brief is issued.

  2. 2

    Naming specific cities in a brief gives creators a concrete starting point while leaving the story theirs, which keeps a regional travel campaign anchored in places rather than in generic wanderlust.

  3. 3

    A visual standard such as an unusual perspective sets a craft bar the brand can judge submissions against, so the brief controls the quality of the image rather than the wording of the message.

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