NCL increases organic traffic by 300%
**THE OBJECTIVE** Norwegian Cruise Line aimed to promote the newly expanded Great Stirrup Cay, its private island in the Bahamas, through a social-media-focused initiative intended to raise awareness, drive qualified website traffic, and increase sweepstakes participation—all within a shortened timeframe. The campaign faced three main challenges:
1. **Speed to Market:** The launch period was reduced from 30 days to just 15 days, necessitating a well-defined plan and daily adjustments.
2. **Signal to Scale:** There was a need for creator-generated content that felt organic and aspirational, yet could also be effectively promoted through paid advertising.
3. **Full-Funnel Intent:** The campaign was designed to achieve more than just views, with specific key performance indicators set for reach, engagement, website traffic, and sweepstakes entries.
**THE STRATEGY** Instead of a series of isolated posts, the campaign was designed as a comprehensive full-funnel approach. Eleven creators on Instagram and TikTok were chosen to ensure a mix of broad reach and credible influence. The content strategy followed a three-act structure—announce > enter > last chance—to guide audiences through the marketing funnel purposefully. Over the campaign duration, creators generated 86 pieces of content, ensuring a consistent flow of new hooks and material for promotion. As effective storylines were identified, creator posts were boosted on Meta and strategically expanded in three phases: launch for discovery, mid-campaign to maintain momentum, and a final conversion push.
**THE OUTCOMES** The combination of creator-driven content, phased amplification on Meta, and precise measurement transformed awareness into action. The structured announce > enter > last-chance approach generated significant momentum, while whitelisting ensured that only the most effective content was amplified. This strategy resulted in extensive reach, efficient traffic generation, and a notable increase in sweepstakes entries, exceeding initial targets.