PROBLEM: Spread awareness of Pure Michigan’s amazing Fall landscapes and outdoor activities.
INSIGHT: Michigan’s scenic natural resources and outdoor adventures only become more picturesque in fall.
IDEA: Capitalize on social trends by using influencers and followers to showcase and promote the best locations in Pure Michigan.
ROLE: Creative/Art Director
+600% increase In the USE of #fallfilter
Searching “#FallFilter” on Instagram now showcases a custom-curated, Pure Michigan Fall Photo album of +14k images. Adding value and owning a previously unknown hashtag, Pure Michigan was able to use its own followers as social influencers to promote tourism.
The campaign was supported through programatic social media, digital banners, pre-roll, OOH and custom landing page experience.
Social MEDIA - Videos & Pins
Pinterest Pins
Landing Page - Digital experience
A custom landing page with interactive map helped visitors pick the perfect date and location by projecting fall colors. A scroller let users project the how fall foliage would consume the state. We also added some “key locations” with selectable rollovers to provide more information on where they might want to visit in Michigan.
FALL & SEEK - INteractive influencers
The #FallFilter Campaign was an extension of the previous year’s concept “Fall & Seek.” We selected 3 social influencers and sent them on an Autumn adventure in Michigan. But we only decided where they would start and let our over 500k Pure Michigan followers determine where they would visit next, capturing and sharing pictures, videos and social posts along the way.
CASE STUDY VIDEO:
Shalee Wanders toured the U.p.
Dan Price adventured through the Northern Mitten.
Gene Yoon trekked through the lower third.
PR & Earned Media:
The competitive nature of the campaign helped generate free PR and added value as cities encouraged residents to vote for their hometown.
