Case Study

#TravelFromHome

Background

What does a nomadic travel couple do during a pandemic? We choose collaboration and creativity as the drivers to keep our community inspired, positive, and still very much engaged, with a series of Instagram post ideas that still celebrate travel, but from the safety of everyone’s couch (including our own).

Overview

As the world went into lockdown in early 2020, and travel bans were placed on almost every country, as @howfarfromhome (a nomadic couple of creative directors, living on the road for over five years) we had to change things up and pivot in order to stay relevant. The answer was a #TravelFromHome series enabling us to share content even when we weren’t traveling.

The concept was to create week-long features across our channels (led by Instagram, with occasional support content on our blog, Facebook, and Youtube) of destinations we were dreaming of traveling to. But rather than just reposting other content creators’ work, we collaborated with hundreds of artists and small businesses to create unique content with a How Far From Home feel. Brainstorming and conceptualising Instagram post ideas was a daily exercise, and the content was supported by interactive and informative stories, mash-up videos, small business and charity showcases, games, interviews, playlists, virtual online experiences, and a series of ideas and excerpts of how to bring the joy of travel into your life, even when you cannot go anywhere.

At A Glance

Small Businesses Promoted:

132

Content views:

4,78 million

Positive reactions:

228k

Engagement rate:

5,4%

campaign elements