Digital Influencer Marketing: California Captured on Social Media
Visit California sought to dispel misinformation among consumers that Yosemite National Park was overcome by wildfires and disease, and reintroduce travelers to the concept of a California wilderness vacation. On average, Yosemite National Park sees 3.8 million visitors annually; approximately 55% of those visitors arrive between June and September, making summer a critical time to retain visitors to the park for the local economy.
DCI forged a partnership with Nokia and Colby Brown (a well-known photographer with 250,000+ social media followers) to showcase real-time imagery of Yosemite, which was celebrating its 150th anniversary.
- In partnership with Nokia, Colby Brown led a group of 15 social influencers to Yosemite. These influencers generated 550+ posts about Yosemite and generated over 30 million social media impressions over a three-day period.
- A single-day Instagram takeover of Visit California’s account yielded an additional 2.3 million impressions.
- The effort led to a strategic partnership between Visit California and Microsoft (which recently purchased Nokia’s devices division) focusing around “Girls in Tech” and the content-rich experiences in Southern California.