Case Study: Jucy
How JUCY built a branded video library of authentic travel vlogs
Avg. 50 clips
submitted monthly
Increased
demographic of contributions
250+ locations
submitted video
OVERVIEW
Client: JUCY
Project: Lifestyle location video contests
Type: Product-in-action
Summary: Youth travel specialist Jucy, collects hundreds of customer adventure videos every month, rewarding the best submission with a full refund.
- ABOUT JUCY
Using its loyal brand advocates
JUCY started in 2001 in Auckland, New Zealand. JUCY operates 1000s of cars and campervans, allowing adventurers in New Zealand and Australia to travel to their heart’s content with the safety and flexibility of a home on wheels.
"We wanted more authentic video footage of our customers having great experiences but in a format that we could also re-purpose and share on various channels."
Ashley Andrew
Brand and Customer Experience Manager, JUCY
The Challenge
JUCY has a product that people love and had no trouble getting user-generated images on social media. But they lacked diverse content. The majority of customers had private accounts and few of them wanted to post on their personal accounts. Of the few posts shared on Instagram, they were primarily still images and videos posted as stories that disappeared after 24 hours. Collaboration with content creators and ensuring that content was on-brand proved costly and difficult.
The Solution
JUCY felt the best advert for attracting potential renters was to showcase the company's iconic green and purple vans in exotic locations around both countries. The #JUCYMOMENTS campaign encouraged travellers to share videos of their favorite moments whilst out travelling with the chance to win back the cost of their rental.
The Result
JUCY collects hundreds of customer adventure videos every month, rewarding the best submission with a full refund. They have an entire video library of authentic customer-uploaded clips at their fingertips, already formatted with their brand elements. The location shared gave insights on where customers travel to helping to build more relevant content such as itineraries. Following the success of the #JUCYMOMENTS campaign, JUCY has gone on to use Vloggi for additional campaigns targeting niche demographics, who travel more in the off-peak period.
"The campaign successfully unlocked more diverse video content as more customers were encouraged to share through the ease of uploading video via multiple channels and nobody was shooting to a content brief."
Ashley Andrew
Brand and Customer Experience Manager, JUCY
