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Partnering with Passion Passport – an Instagram travel page with over 1 million followers – we launched a UGC challenge asking users to submit an entry explaining what it would mean to them to travel to Rio de Janeiro to experience Carnaval. Two of the winners were selected from the entries by a panel of influencers who also shared the contest on their channels as well. With the contest being open for only two weeks, the overall reach was above 10 million views and over 150K direct engagements.
For this project I managed the relationship with American and Passion Passport, as well as production of all the assets promoting the contest. I also managed organizing the itinerary and plan to bring the contest judges/influencers to Rio to capture content around their experience in Brazil, as well as the contest winners.
Unfortunately some of the content we captured was not able to be released due to timing around the COVID-19 outbreak, but we were still able to execute on the production of three separate video shoots around the entire campaign, the international influencers, and the contest winners themselves. This video shows one of the edits that was released around two UK dancers who were brought to Carnaval to dance in the parade as part of the campaign.
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