Greyhound Turns to Influencers to Change Perceptions - Event Marketer

Greyhound Turns to Influencers to Change Perceptions

DB_Greyhound_Buzz_EX 2017
Brand: GREYHOUND
Agency: ENGINE SHOP
Awards: EX AWARDS — BEST BUZZ MARKETING/INFLUENCER PROGRAM
Year: 2017

Greyhound is a 100-year-old ground transportation service that has recently undergone extensive upgrades with better terminals, leather seating and wi-fi outlets to stay competitive and change perceptions among younger consumers. It needed to spur fresh conversations, too, as most of its social media pages were used as sounding boards for negative comments and feedback. To “take control of the conversation,” Greyhound sent influencers on a trip, inviting them to document their experiences along the way. The campaign hashtag, #AffordToExplore, ultimately gained 13,150 likes, showing a 185 percent growth in audience reach and visibility.

Influencers created their own content and provided insights and genuine feedback on the new features and lesser-known aspects of the Greyhound fleet. This continued at stops in cities like Washington, D.C., where influencers toured and reported on their adventures. Content included “out of the box” features like influencer Andrew Huang creating a music video using only items that were found on the bus, including the horn, the sounds of seat belts clicking, chairs reclining and more. He then posted another video showing how the project came to life.

As a result of these authentic posts, Greyhound experienced an influx of positive feedback that historically had not been shared on its social platforms. Among platforms that experienced growth, Facebook, with 20 relatable posts and a total of 71,455 likes, averaging 3,573 likes per post—which is exponential growth from the 100-like average before the program rolled out. On a roll, we say.

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