Kiwi.com’s €10K Ultimate Summer Job: How a Massive Opportunity Recruited Thousands of Creators

Kiwi.com is on a mission to make travel accessible to everyone. Kiwi.com’s unique features enable them to offer options cheaper than their competitors, but it needed an engine to spread the word. Naturally, it turned to social content creators. Kiwi.com sought out an ambassador program that would build online excitement around traveling on a budget, drive more UGC, and improve brand sentiment.

Kiwi.com engaged LoudCrowd to power the World Travel Hackers campaign to drive recruitment for their Flight Crew program. The World Travel Hackers campaign offered creators the opportunity to win a €10K travel budget to explore the world and create content with money-saving tips.

To apply as a World Travel Hacker, creators submitted 3 posts on Instagram or TikTok explaining why they should be chosen, introducing a travel buddy, and sharing their money-saving travel tips.

To enter the giveaway, creators needed to make 3 posts on Instagram, or TikTok: 1 post explaining why they should be chosen, 1 post introducing a travel buddy, and 1 post about a money-saving tip

The winner then completes 34 content deliverables during their travels.

All participants receive flight credit and then become members in the longer-term ambassador program, the Flight Crew.

Kiwi.com recruited creators for World Travel Hackers through:

• Paid advertising on Meta, TikTok, and Google
• Paid creators to post content about the program
• Word-of-mouth referrals from program participants
• By having a massive, compelling grand prize: A €10K budget to travel the world and create content

After the completion of the World Travel Hacker campaign, Kiwi.com allows participants to continue to earn incentives through the Flight Crew. In the future, Kiwi.com is planning more contests for members to earn prizes and engage members.

In just 1.5 months, the program delivered astounding results:

Creator Recruitment

World Travel Hackers received a staggering amount of creator applications. 1972 creators of all sizes applied on the first day. By the end of week 1, this number grew to over 3000 creators. At the end of the 1.5 month campaign, Kiwi.com received 18,418 applicants, of which 7,486 creators were accepted into the campaign.

UGC Content

Kiwi.com saw a massive increase in UGC across its social channels. Kiwi increased Instagram UGC by 470%; and on TikTok, saw a +2.87k% increase in posts. Program members became a massive composition of organic content, making up 75% of all Instagram content, and 73% of all TikTok content.

Challenges

Since launch (~2 months), the UGC from the giveaway & program has outperformed:

• 4.77M impressions, up 65.9% from period prior
• $145.1K in earned media value (EMV)
• 4.14% average engagement rate on Instagram UGC, and a 4.85% on TikTok UGC