Peregrine Facebook fans were keen to put themselves and their friends in the picture, during a 6 week campaign that saw 16,000 new fans added to an existing base of 14,000.

The Facebook App, developed for Peregrine by Rodeo Studio, enabled fans to download an image of Machu Picchu or one of 7 other iconic travel destinations and import their friends’ profile pictures to become part of the overall image. More than just entering a competition to win a trip to Peru, people really engaged with the brand. “At the height of the campaign we had more than 5,000 people ‘talking about [the brand]’ on Facebook”, said Digital and Community Manager, Leigh Barnes.

The development of the App was based on deep insights to the Peregrine customer and their travel interests. Kirsten Cameron, Head of Marketing said “we spend a lot of time getting to know our customers, and it’s important to us to use this knowledge not just to shape our product, but also our marketing and customer engagement activity.”

“We know our market love travel, love travel photography and love sharing all of this with their friends, so the App presented a perfect opportunity to bring all of these things to life for our customers in the Facebook platform” according to Cameron.  

The App provided a great hook for Peregrine to reach and engage a relevant fan-base. “Not only did we more than double our fans, but we increased our engagement with all fans”, said Barnes.

The App is a world first for the travel industry.