Marketing ops ·

Virgin Holidays Increases Online Bookings 260% with UGC Campaigns via Stackla

The problem

Virgin Holidays struggled to cut through the noise on Black Friday with previous promotional efforts and wanted to harness social media for authentic consumer engagement and incremental bookings.

First attempt

Previous Black Friday campaigns failed to meaningfully cut through consumer noise.

Workflow diagram · grounded in source
1
Social hashtag call-to-action
trigger
“a television spot encouraging them to upload their holiday photos to Instagram with the hashtag #SeizeTheHoliday”
2
UGC captured via Stackla
integration
“The submitted content was captured and approved via rights management using the Stackla platform”
3
Rights management approval
validation
“captured and approved via rights management using the Stackla platform”
4
Content broadcast to digital billboards
output
“these pictures were then broadcast on digital billboards throughout the UK”
5
Users tweet hashtag to unlock offers
trigger
“Users were asked to tweet @virginholidays using the hashtag #RedIsTheNewBlack within an 8 hour period”
6
Dynamic widget reveals deals
output
“a dynamic visualisation whereby the volume of tweets revealed increasingly generous deals”
Reported outcome

The Black Friday campaign produced a 260% increase in online bookings and a 64% YOY rise in passenger numbers, while the Seize the Holiday campaign won 'campaign of the year' and increased social sentiment by 37%.

Reported metrics
Online bookings increase260%
passenger numbers YOY increase64%
Social sentiment increase37%
Tweets achieved within 8 hourswell over 6,000
Show all 6 reported metrics
online bookings increase260%
passenger numbers YOY increase64%
social sentiment increase37%
tweets achieved within 8 hourswell over 6,000
promoted tweet impressions16.9 million
web searches per minute during live broadcast836
Reported stack
StacklaInstagramTwitter
Source
https://www.nosto.com/case-studies/virgin-holidays/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

The Black Friday campaign produced a 260% increase in online bookings and a 64% YOY rise in passenger numbers, while the Seize the Holiday campaign won 'campaign of the year' and increased social sentiment by 37%.

What tools did this team use?

Stackla, Instagram, Twitter.

What results were reported?

Online bookings increase: 260%; passenger numbers YOY increase: 64%; Social sentiment increase: 37%; Tweets achieved within 8 hours: well over 6,000 (source-reported, not independently verified).

What failed first in this deployment?

Previous Black Friday campaigns failed to meaningfully cut through consumer noise.

How is this marketing ops AI workflow structured?

Social hashtag call-to-action → UGC captured via Stackla → Rights management approval → Content broadcast to digital billboards → Users tweet hashtag to unlock offers → Dynamic widget reveals deals.

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