NCL was launching their new “A Different Tomorrow” messaging and came to us looking for a social campaign. The brand team worked with them to come up with the concept of a “Month of tomorrows.” That’s when I came in. My brief was “simple,” come up with 8 challenges for social that encourage people to experience the joy of cruising in their everyday life and connect each one back to cruising. So explain the challenge, connect it to crusing, include the rules and some examples and keep people watching? Ooooookkkkaaayyyyy 🤠

So we came up with a range of entry points from sharing a view that makes you happy to giving your best karaoke lip sync. Our video structure was the key to our success. Challenge title, a cruise connect and show some examples while we give them the rules. We managed to keep most of our videos to around 15 seconds which was an amazing feat given the amount of info packed into each one.

Across, FB, IG and TikTok we garnered over 5k entries, 3.3 million video views and 32k engagements. The best part? Some people really understood the assignment. We even had some eager participants enter all 8.