explore St. Louis
Influencer Campaign
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Situation
St. Louis isn’t just a getaway to the West, it’s a gateway to incredible weekend escapes. This past fall, we teamed up with three Indianapolis based influencers to shout it from the rooftops (let’s be real, the Instagram grid): St. Louis is the ultimate, effortless getaway for nearby neighbors in Indianapolis. Our challenge was clear, turn STL into Indy’s go-to weekend escape as the leaves change and pumpkin spice season takes over. And because we love a challenge, we decided to stretch our campaign dollars to include an encore holiday performance.
Approach
This fall, we invited three precisely selected influencers to St. Louis, each chosen for their unique connection to our target audience: their locations aligned with our target markets, their followings ranged from niche to broad appeal, and their content themes (travel, food, and lifestyle) perfectly reflected the city’s diverse offerings. Armed with curated itineraries inspired by St. Louis’ brand pillars (authenticity, vibrancy, and inclusivity) they uncovered the city’s charm through bustling markets, serene parks and barbecue so irresistible it might just bring tears to your eyes (we’re looking at you, Bogart’s Smokehouse).
When the campaign came in under budget, we jumped at the opportunity to bring one influencer back, this time to capture the magic of a St. Louis holiday season. Their itinerary strategically focused on twinkling light displays, iconic festive events, and cozy winter moments, designed to evoke warmth and wonder. Whitelisting their content allowed us to amplify storytelling, extending the content reach to showcase St. Louis as the ultimate holiday destination.
As seasonal storytellers, these influencers transformed STL into Indy’s top getaway, guiding their audiences from autumn’s crisp, colorful leaves to the glittering excitement of New Year’s Eve. Their content—pumpkin patch selfies, delectable barbecue spreads, and breathtaking holiday lights—wasn’t just engaging; it inspired action. With strategic planning, impactful partnerships, and creative budget optimization, we turned Indy’s weekend explorers into passionate STL superfans, proving that with the right influencers, every season is St. Louis season.
RESULTS
- 121 posts showcasing St. Louis as a premier destination
- 550k Impressions, ensuring extensive visibility for this campaign
- Combined reach of 5.7M, connecting St. Louis to a broad audience across key Indy demographics
- 2.4% average engagement rate on Instagram, exceeding industry benchmarks and demonstrating strong audience connection
- Earned media value of $30,000, reflecting significant ROI and a cost-effective approach
From Indy to STL, Fall Magic to Holiday Sparkle
For Indianapolis residents, St. Louis isn’t just a getaway to the West, it’s a gateway to incredible weekend escapes. This past fall, we teamed up with three Indianapolis based influencers to shout it from the rooftops (let’s be real, the Instagram grid): St. Louis is the ultimate, effortless getaway for nearby neighbors in Indianapolis.
The Challenge
Our challenge was clear, turn STL into Indy’s go-to weekend escape as the leaves change and pumpkin spice season takes over. And because we love a challenge, we decided to stretch our campaign dollars to include an encore holiday performance.
Weekend Wanderlust
We brought three Indy-based, social-savvy influencers to St. Louis in the fall, handing them a golden ticket to experience the city’s charm: bustling markets, stunning parks, and barbecue so good it could make you weep (we’re looking at you, Bogart’s Smokehouse).
There’s No Place like STL for the Holidays
When the campaign came in under budget we looked to turn savings into sleigh bells. We brought one of those influencers back to showcase the magic of a St. Louis holiday season, complete with twinkling lights, festive events, and cozy vibes that make it feel like a Hallmark movie come to life. The twist? Whitelisting lets us supercharge the influencer’s content to reach even more people.
From Fall Foliage to Festive Cheer: STL Captures Indy’s Heart
Partnering with influencers as our seasonal storytellers, STL became Indy’s go-to getaway, from the first crunch of autumn leaves, to the final cheers of New Year’s Eve! From pumpkin patch selfies to dazzling holiday light shots, our campaign didn’t just reach people, it inspired them to experience all the wonders of STL firsthand. With creativity, strategic partnerships, and a dash of budget-savvy magic, we turned Indy’s weekenders into STL superfans.
