To engage the target audience, Stables teamed up with influencers who have a majority female audience, resulting in 75% of engagements coming from females.
It was also important to reach a diverse range of age groups to gain maximum awareness and increase the word of mouth potential. The 18-24 demographic was the most engaged age group making up 48% of all engagements and the 25-34 age demographic was the second highest performing audience contributing 33%, leaving 35 and up with the remaining 19% of all Stables engagements.
To drive further engagement, a competition was run by the larger content creators to engage their audience and inspire action. Using #ReservedForTheWeekend to give away a mystery escape for two, thanks to Air New Zealand, Stables was able to not only build buzz, but also generate user generated content.