WHO?

Greater Anglia have invested large sums of money in upgrading their train carriages in the last 5 years, improving their already stellar reliability scores. They are now the most reliable train operator in the UK.

WHAT?

Supernova were tasked with building a 12 month creator program to offer adult audiences (18-34 yo) compelling reasons to choose the train - highlighting relevant stories of ease, comfort and reliability. Driving brand consideration and an ambitious ROI through tracked ticket sales.

HOW?

Firstly, we segmented the brand’s current and aspirational social audiences into clear and distinct tribes - based on location, interest and travel needs.

We then plotted each tribe against key brand, cultural and commercial moments throughout the year, building performance benchmarks to decide the scale of creators needed at each moment and their respective KPIs.

Finally, we then partnered with highly engaged, regional creators who shared the brand’s values and could offer genuine entertainment and value. We continue to review our approach, helping stretch our ambitions, broaden our creator roster and optimise based on our ongoing learnings.