SBB x Kingfluencers Campaign

SBB was promoting two products designed for young travellers, the Friends Day Pass for groups of up to four and the GA Night for evening and overnight services, with the explicit objective of increasing sales. Rail passes are bought on price, and price is the least interesting thing about them, so a campaign that led on cost would have been accurate and ignorable.

Kingfluencers inverted the emphasis. The creators documented the trips rather than the tickets, spontaneous outings around Switzerland, places worth finding, decisions made at short notice, and the passes appeared as the thing that made the trip affordable rather than the subject of the post. Sixteen influencers, 5 micro, 7 mid-tier and 4 macro, published 40 posts on Instagram and TikTok over four months in two phases. Running two phases across four months rather than one burst matters for a travel product, since the purchase follows the impulse to go somewhere, and the impulse has to be caught when it arrives.

The engagement rate is the headline the agency does not lead with. At 11.32% it is roughly double anything else in this portfolio, where 2 to 6% is the normal band. Travel content in Switzerland has a natural advantage, because the footage is worth watching on its own terms, and a viewer engaging with a lake or a mountain pass is also engaging with the pass that reaches it.

Kingfluencers reports 6,420,788 impressions, 4,093,031 reach and 98,270 engagements at 11.32%, from 40 posts across four months. SBB's marketing communications manager is quoted on the closeness the work created with the audience. Increasing sales of both products was the stated objective and no sales or pass activation figure is given, and all figures are self-reported.