EasyFX
#WomenWhoTravel
Putting inclusivity with real consumers at the forefront of social media communication with user-generated content.
THE CHALLENGE
A key part of ChewingRice’s approach to Ethical Transformation is representation. We don’t just broadcast — we want to allow current and potential customers to be a part of the brand story. In re-launching EasyFX, we noticed a lack of diversity within stock photos used by the travel industry, particularly concerning the representation of women.
When data shows that female consumers are powerful in travel purchasing, this omission is not only exclusionary, it is also bad for business. We realised that we could make an impact in this area whilst also capturing the attention of our new target market and positioning ourselves as an innovative and switched-on brand.
WHAT WE DELIVERED
One month after re-launching EasyFX, we launched the #WomenWhoTravel campaign on International Women’s Day. This campaign called on diverse women worldwide to share their travel photos on Instagram under the hashtag #womenwhotravel, providing a realistic and diverse representation of this demographic.
RESULTS
This campaign sparked global interest. We received images from around the world, like Eritrea, Canada, and Thailand. For a new brand with a smaller following, the results were astounding: EasyFX Facebook engagement increased by 4000%, web traffic from social media increased by over 2000% during the campaign, and we had over 5000 visits to our profile on Twitter within our second month of launch. This demonstrates the power of combining industry expertise with an inclusive mindset to create bold, socially-aware marketing strategies.
STRATEGY
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UX DESIGN
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BRANDING
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COMMUNICATIONS
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STRATEGY - UX DESIGN - BRANDING - COMMUNICATIONS -