The Brief

We teamed up with the Tokyo Tourism Board – Tokyo Tokyo – to work on a travel campaign designed to drive UK awareness of what Tokyo and its surrounding areas have to offer, with a particular focus on nature, sustainability, and conservation.

The client wanted creators to travel to Japan on an itinerary-led trip and document their experience, giving them creative freedom to showcase the destination in an authentic way, as long as the content highlighted what Japan had to offer.

The Approach

While the initial brief focused on YouTube creators, we recommended a different approach by showcasing both Lucie Donlan and Luke Mabbott on Instagram, who were a perfect and natural fit for the campaign. Given their strong engagement and primary focus on Instagram, we advised the activation entirely on that platform to ensure the content felt organic and reached their audience in the most impactful way.

Lucie and Luke stood out due to their genuine passion for nature, conservation, and sustainability – themes that are consistently reflected across their content and closely aligned with the campaign’s messaging.

The Results

The campaign successfully delivered across Instagram through a mix of Carousels, Reels, and Stories – with the stories even being saved to a Highlights tab to extend longevity. The content authentically captured the itinerary-based experience and showcased both Tokyo and its beautiful surrounding natural areas.

Combined, Luke and Lucie generated an incredible 1.96 MILLION views with an impressive watch time of 503+ hours!