HOSTELWORLD Sleep Easy Army

createlondon has just completed a two month international campaign for Hostelworld.com.

Over 9o brand ambassadors where recruited to deliver the campaign across the UK and Australia.

With the core focus being the infiltration of communities both on and offline through grassroots activity, the campaign has been a great success.Over 40 fantastic grassroots events were created, with brand ambassadors having a great deal of control on the when, where and how of each activity.

Activity ranged from liaising with club promoters in venues of over 500 people, to guerrilla activity on Brighton beach and University radio competitions. Each event was backed up through social media with over 40 Facebook groups created, furthering the campaigns reach.

In Australia our team of Super Backpackers took the hostelworld.com message with them on their travels throughout the world. Events in Australia included; Beach parties, Club nights, Surf competitions and guerrilla canvassing of hotspots such as Sydney airport.

This has been a real grassroots activity led by Brand Creators. In turn this method has developed fantastic ROI for our client with reach estimated at over 500,000.