Sounds of New Caledonia
TRIBE ran an influencer campaign for New Caledonia Tourism around a Crooked Colours track, drawing 43 creator posts and combined followers of 1,145,490.
Case in 60 seconds
New Caledonia Tourism needed a destination message carried to travel audiences on social platforms, and a destination without constant news has little reason to enter a feed, so the campaign required a hook beyond the place itself.
The campaign appears to turn on travel audiences responding to a destination through their own images and a piece of music, because a soundtrack and a prize give people a reason to post rather than only to admire.
A soundtrack created by the Australian band Crooked Colours and inspired by New Caledonia became the organizing thesis, with the destination reached through the track rather than through conventional tourism messaging.
TRIBE ran influencer marketing against a brief to submit posts on New Caledonia and the Crooked Colours track, with the campaign objective copy asking people to submit images from their travels to win a trip for two to New Caledonia.
TRIBE reports 43 Creator Posts, Combined Followers of 1,145,490, Likes and Comments of 29,739 and Engagement of 2.60%, with Average CPE shown as 0.18, $0.23 and 0.32.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Audiences submitted images from their own travels for the chance to win a trip for two to New Caledonia, and creators submitted posts on New Caledonia and the Crooked Colours track.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.18 $0.23 0.32 | engagements |
| combined followers | Combined Followers 1,145,490 | reach |
| creator posts | Creator Posts 43 | content_pieces |
| engagement rate | Engagement 2.60% | engagement_rate |
| likes and comments | Likes & Comments 29,739 | performance |
Why TRIBE's strategy worked
- 1
A branded music release can act as the entry point for a destination campaign, because the track carries cultural interest that a destination claim alone does not, which gives creators material to post against.
- 2
Asking audiences to submit their own travel images against a prize converts a viewing campaign into a participating one, which is consistent with the 2.60% Engagement TRIBE reports across 1,145,490 Combined Followers.
Results
Creator Posts 8
Content pieces
Engagement 4.49%
Engagement rate
260.3k
Combined followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate