How Steller’s Social-First Campaign Turned 11% of Viewers into Trip Planners
The Challenge
As younger audiences seek more meaningful experiences, Visit Denmark and Icelandair faced a key challenge: how to inspire Gen Z and Millennial travelers in the competitive U.S. Northeast market to choose Denmark, not just as a standalone destination but as part of a unique two-in-one trip. With Icelandair’s stopover program enabling travelers to explore both Reykjavik and Copenhagen on a single journey, there was a clear opportunity to position this offering as an accessible yet aspirational experience. Facing the competitive landscape of European travel campaigns, they wanted a strategy that would cut through the noise and deliver exceptional engagement.
The Outcome
Steller launched a social-first campaign that connected creator content directly to trip planning tools, and marketing automation that kept Visit Denmark and Icelandair’s stop over program top of mind. The campaign delivered 23.5M impressions—15.16M above goal and nearly triple the target—with an impressive CPM of just $1.66. The strategy highlighted the endless possibilities for those looking to maximize their journey. Rather than stopping at a highlight reel, Steller guided travelers from initial inspiration to real-time trip planning, driving measurable actions far beyond Instagram likes.
“What I love about projects like this is seeing how a layered narrative and a fairly complex scope can snowball into something that feels almost effortless when the right people, platforms, and partners come together. It’s a great reminder that creativity and collaboration still pack a punch.”
– Stine Lundov, Marketing Manager Visit Denmark
The Campaign
Steller partnered with Visit Denmark to select four creators whose audiences aligned with the destination’s target market.
Each creator brought a unique perspective, resonating with Gen Z and Millennial travelers through a focus on authenticity, culture and connection. Their content featured detailed recommendations for attractions and insider tips, highlighting how travelers could make the most out of Icelandair’s stopover program for a two-city adventure.
Meet the Storytellers
- Grace: Known for her focus on solo travel, created a highly engaging “24 Hours in Copenhagen” mini-series. Her content blended city discovery with travel tips, offering a bite-sized yet inspiring take on exploring both destinations in a short amount of time.
- Raimee: With her practical and budget-savvy style, she focused on the “two cities for the price of one” concept. Highlighting itinerary hacks her audience was inspired to see the full details of her itineraries and how to maximize value and planning efficiently.
- Sally: Focused on budget-friendly experiences that didn’t compromise on impact. From picnicking in Copenhagen’s King’s Garden to uncovering free walking tours and scenic viewpoints, she showed her audience how to stretch their travel dollars while still exploring rich culture and design. Her message: “Two cities, one ticket, zero compromises.”
- John: Showcasing a curated and elevated food-and-drink itinerary across both cities, his content centered on taste, style, and community.
Driving Action from the Content
The campaign transformed 145 pieces of social content from the creators into a connected, interactive planning and booking journey. Each post linked to a video-infused itinerary featuring the creator’s recommendations, giving their social followers a way to explore the destination more. Itinerary viewers engaged at every level, watching videos, browsing hotels and stops, interacting with the map, and saving itineraries for later. From there, viewers could start planning their own trip to Denmark using Steller’s award-winning travel planning tools. Users who engaged with the itineraries entered a retargeting flow designed to keep Denmark top of mind and guide them step-by-step through planning and booking their trip.
The results were almost immediate, exceeding all benchmarks by tripling the impression goal and sparking measurable travel interest. Many users began planning their own itineraries, with 11% of those who visited the destination page starting to plan a trip to Denmark. The campaign also performed exceptionally well on social media, generating an EMV 16 times higher than the campaign cost.
Campaign Stats
23.5M
Impressions
1.4M
Total Reach
11%
of viewers started to plan their own trip to Denmark
396
Itinerary Requests
$1.2M
Earned Media Value (EMV) 16x the Total Budget!
722,698
Video Views
$1.66
CPM
“What I love about projects like this is seeing how a layered narrative and a fairly complex scope can snowball into something that feels almost effortless when the right people, platforms, and partners come together. It’s a great reminder that creativity and collaboration still pack a punch.”
– Stine Lundov, Marketing Manager Visit Denmark
Influencer Campaign Management
Steller took full control of influencer management, from identifying and vetting 4 influencers to coordinating personalized itineraries for each and handling all logistics. We arranged flights, hotels, and activities, managed on-the-ground issues like weather disruptions, and maintained daily contact with the influencers to ensure smooth execution. Our team also tracked posts in real time, ensuring all content met campaign requirements and delivered maximum impact.
Platforms and Influencers Used
