The agency DD Studios was tasked with reaching the client’s goals by creative and strategic use of social media, especially TikTok, where younger audiences are most active. Before the campaign, Visit Ljubljana had minimal presence on TikTok. The challenge was to break through the clutter of travel content on TikTok and highlight Ljubljana’s unique cultural and recreational activities to a global audience. See how they did!
Background
The client, Visit Ljubljana, is the official tourism board of Ljubljana, the capital of Slovenia. Their aim is to promote tourism in Ljubljana and enhance the city’s reputation as a vibrant and culturally rich destination. For this campaign, they wanted to reach and engage younger demographics, particularly Gen Z, in key target markets, including the United States, Germany, the United Kingdom, and Southeast Asia. They wanted to strategically propel Ljubljana’s image as a youthful and innovative travel destination.
Challenge
The agency DD Studios was tasked with reaching the client’s goals by creative and strategic use of social media, especially TikTok, where younger audiences are most active. Before the campaign, Visit Ljubljana had minimal presence on TikTok. The challenge was to break through the clutter of travel content on TikTok and highlight Ljubljana’s unique cultural and recreational activities to a global audience.
Strategy
The campaign strategy was to capture captivating moments from unique local events and translate them into engaging TikTok content. In order to do that, the agency had to rapidly deploy multiple pieces of content in quick succession to capitalise on the viral momentum generated by the initial posts. They utilised HyptT technology for efficient content sharing and optimisation, allowing for real-time engagement analysis and agile content strategy adjustments.
Fast reaction times were crucial for the campaign’s success. Acting fast ensured that the content was still fresh and relevant when it was uploaded on TikTok, which is what made the video trending. The content creators uploaded the video on hyptT platform when the event was still taking place. HyptT’s real-time communication allowed quick and easy feedback exchange between the agency, the client and the creators, and the client confirmed the final version with just one simple click. HyptT was also used for real-time engagement analysis. The agency stated that doing this “the old way”, by using emails, calls, and file-transfer services, would make it much more difficult to get the content on TikTok in time.
Result
73M views
on the first viral video Volleyball on the Ljubljanica River. The video received 6.5M likes, over 38K comments and 157K shares.
100K new followers
on Visit Ljubljana’s TikTok. The activity on the profile was substantially increased, which also boosted the engagement across all other posts by Visit Ljubljana.
Over 1M EUR in earned media value
through shares by prominent sports networks and appearances on platforms like ESPN and the Olympic Games’ official TikTok profile.
