The challenge

Parkdean Resorts didn’t have a presence on Giphy or Pinterest. We thought it was about time that changed. They wanted to showcase how great a UK staycation could be, and put themselves front of mind for people wherever they were searching for one.

This was an opportunity we couldn’t wait to grab hold of.

The idea

Both Giphy and Pinterest require a special kind of content to be successful. We had access to a huge bank of Parkdean Resorts photography that was currently going unused, sitting in a digital library where no-one could see it.

Until now.

We optimised old imagery, using our own Giphy tool to help plan tags that would make our content visible. We also created brand new content, using photographs of all our campaigns to highlight everything Parkdean’s holiday parks had going on. Everything had bespoke descriptions written for it, meaning on-site SEO was performing and searches would find what they were looking for, no matter what the platform.

From having nothing before, Parkdean Resorts now had a fantastic selection of highly visual assets. People could experience a holiday park before they even arrived, and get inspiration without having to visit the site.

The results

Build it and they will come. On Giphy, our content has been viewed 10.7 million times so far, while Pinterest impressions increased by a huge 1,677%. All of this led to an increase in brand awareness across two previously unused social media platforms, both highly popular with people looking to plan their holidays.

But the views didn’t stop there. Our campaign drove a 295% increase in site visitors, showing that people weren’t just being inspired - they were acting on it.