VELOCITY FREQUENT FLYER, Earnbassadors (2018)

AGENCY: CHE PROXIMITY

Role: Social and influencer strategy

Born from the insight that we’re 64% more likely to trust endorsements over advertising, Velocity’s #Earnbassador campaign centres around a call to arms for its nine million-strong membership base: create content that endorses the program in exchange for points.

I worked closely with the creative team and client to outline a channel strategy and create bespoke editorial content that allows Velocity to show their community how much they value them, plus educate users on the ins and outs of the program.

So, did it work? Turns out the right endorsements can also be good advertising. By opening up the program, we democratised points and saw audiences teaching one another how to maximise their Velocity experience.