The client wanted influencers with high followings in and around Missouri to visit various parts of the state, encouraging their engaged audiences to book their next adventure.

The group of influencers, hand-selected by Steller, over-delivered on their contracted posts resulting in an additional 40,000+ views. Furthermore, the overall content performance exceeded Visit Missouri’s goals, ending the campaign with 7M more impressions than were required.

In partnership with Steller, Missouri welcomed seven creators to different regions of the state. Each influencer spent 2-3 days exploring their designated towns while creating content to increase awareness of MO as a compelling vacation destination. As is typical of our DMO campaigns, Steller took care of the influencer selection process, worked out contract details, organized travel and activity itineraries, and managed deliverables along with campaign wrap-up reporting.

While all of the deliverables for this campaign exhibited a strong performance, there were some standouts. One Instagram Reel covering St. Louis posted by Dain Anderson (@GonTravellin) garnered double the view count, engagement, and comments as compared to his previous work with DMOs. This result clearly demonstrated that the content created for this campaign engaged his audience at twice the rate of previous sponsored posts in his feed.

Additionally, the content’s strong performance in terms of metrics was reflected in the feedback from the influencers’ followers. Comments such as, “Bucket list destination!” and “Might have to make a trip 👀” and “We had no idea!” showed that their audiences were taking direct interest in Missouri as a vacation destination.