Attracting a global audience
An influencer activation in partnership with the Qatar Tourism Authority.
PHASE 1
A World Like Never Before
As one of the most up-and-coming countries in the Middle East, Doha, Qatar stands upon prestige, history, heritage, and above all has a deep focus on culture and tradition.
In order to increase tourism and awareness, The Sulfur Group was enlisted for their influencer marketing initative.
Challenge
New to the digital realm, the Qatar Tourism Authority was unable to reach a global audience and did not know what messaging would be effective.
Approach
Enlist Actress and top social influencer Shay Mitchell, an avid traveler, to attract and engage a global audience using her worldly view and sophisticated creative eye to create custom content.
Goals
Raise awareness of Qatari capital Doha, and encourage international tourists in planning trips to Doha, Qatar.
Generate beautiful user-created content for the various Qatari entities to repurpose
Improvement in engagement for Qatari entities and their social platforms
Drive traffic to Qatari entity websites
Your brand is what other people say about you when you’re not in the room.
PHASE 2
Through her eyes
The second phase of the campaign was to ensure that Shay was able to capture custom content by utilizing the beauty and wonder of Qatar in a series of high-quality editorial photos and footage that were then used across her own social platforms and that of the Qatari entities. The social platforms included YouTube, Instagram, Instagram Stories, and Twitter.
Viewing everything that Qatar has to offer through Shay’s lens, we encouraged her global audience to click over through various landing pages and educational information.
We also integrated several Qatari entities as the subjects of the content. The call-to-actions for the posts were dedicated to each one.
Qatar Airways
The Mondrian
Souq Waqif
Ritz-Carlton
Museum of Islamic Art
The best content is created when the creator is interested and engaged themselves. Shay toured several landmarks in Qatar and we looked to her to bring out the creativity and how best to portray each place and its value.
Messaging can be difficult and sometimes lost, so it’s important to communicate the goals of the campaign and talking points which we did through creative briefs and on-site management.
Phase 3
Influencer Content
With their first real foray into influencer marketing, Qatar wanted authentic content while showcasing its beauty and wonder. Shay did an amazing job bring out the value of each landmark.
Campaign roster
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Shay Mitchell
Celebrity - 30M Followers
Stand out in a crowded room
23 Million
Total ReachThe Sulfur Group delivered a staggering amount of results at the end of the campaign.
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23M
Impressions
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11M
IG Story Views
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28%
Increase in Site Traffic
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9.5M
Total Engagement
A successful influencer marketing campaign starts with an influencer that’s aligned with the brand and product.
driving social conversation and sentiment in ways no one can.
Companies look for ways to become irreplaceable. They strive to connect emotionally with customers, creating lifelong loyalty. People fall in love with great brands enabling you to stand out in a crowded marketplace.
