Sheep With A View
Client: Visit Norway
Deliverables: Social Strategy, Paid Media, Art Direction, Copywriting, Influencer Strategy, Reporting & Analytics
Sometimes the smartest thing you can do on social media is loosen up. Sheep With a View worked because it had real personality from the start. The brief was to showcase the depth of Norway as a destination, its lifestyle, culture, food and nature, but to do it in a way people would actually want to follow and share. The answer was beautifully (or, baa-utifully) simple: put four very photogenic Norwegian sheep at the centre of the story and let them lead the way.
A campaign like this that only works if social is baked into the idea, and it was. My role sat right in that zone, helping shape the overall campaign, as well as the paid, influencer, and organic strategy side so the sheep felt like (ridiculously fun) characterful guides rather than a one-note gimmick.
We gave the campaign an Instagram home, built short-form video around their journeys, and brought in high-level influencers to follow, capture and amplify the adventure through their own material and page takeovers. It had humour, but it also had structure, and that structure is what let the destination message travel with it.
In three months, the campaign reached 62 million people globally, generated more than 87 million impressions, delivered over 820,000 active engagements and 54,000 shares, and clocked more than 9 million film views. It also achieved a 98.8% positive sentiment rating and picked up Gold for Best Social Media Campaign at the Travel Marketing Awards.