Norwegian Cruise Line struggled to stand out on social media amongst the competition, in a space where most were focused on fleet numbers, ship size, and amenities. Their content was stale and nondescript so we leaned into what set them apart — Freestyle Cruising — to drive differentiation and consideration.
We shifted to focus on how Norwegian’s guests can create their own experiences every time they travel. We showed a diverse range of activities – from specialty dining selections to ziplines. And the approaches themselves were just as diverse ranging across platforms with everything from evergreen content to specialized audience contests.
To increase consideration by a younger audience that didn’t see a clear connection between Norwegian and their travel desires, we launched the official NCL TikTok page. We showcased truly unique, culturally immersive, and YOLO-inducing experiences with content that seamlessly integrated the brand’s premium quality with the trendy, fast-paced nature of social.
To expand the pool of Norwegian cruisers, we developed a robust content creator strategy from the ground up. By creating a framework for evaluation and a mix of macro and micro-influencers, we went far beyond leveraging travel creators. We brought food, lifestyle, adventure, and solo travel perspectives through our creator selection and encouraged them to get their unique personalities to the forefront.
We created a social-first extension of their brand campaign that encouraged fans and those dream-scrolling on their favorite platform to break up the monotony of their day-to-day. We paired eight influencers with 8 weekly challenges–from creating a dish inspired by their favorite destination to singing their hearts out with their best karaoke jam– that enabled fans to see clear connections between the activities and the experiences travelers will enjoy on a Norwegian cruise. Fans were encouraged to follow suit by creating their own content for a chance to win a cruise. The campaign surpassed expectations with over 5,000 video content submissions in only 8 weeks.
By creating an intentionally differentiated approach, we effectively connected the brand with multiple audiences, grew its follower base, and inspired travel planning, consideration, preference, and ultimately bookings for Norwegian Cruise Line.
