Cannes Lions

Expat Explorer

HILL+KNOWLTON STRATEGIES, London / HSBC / 2016

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Overview

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Credits

OVERVIEW

Description

We came up with a simple, but powerful idea. Help and encourage local expat communities to grow organically, through a crowd-sourced report, created by expats, for expats.

Expat Explorer is a community hub with everything you need to know about life abroad, shown in a way that is at once beautiful, engaging and easy to explore.

The hub is full of the insights and viewpoints of real expats, based on real experiences. It’s all curated by us to provide interested readers and soon-to-be-expats with all of the practical and useful information they need, so they can focus on enjoying their move and settling into their new life and culture.

Execution

The Expat Explorer Survey was created from the data over 22,000 expats and is housed on our global interactive hub. We asked questions about schools, social life, language skills, cultural sensitivities, shopping, transport and much more.

We then opened it up to the public, populated with rich, relevant crowd-sourced content and genuine insight about life abroad:

Expat Hints and Tips – a platform for sharing true life stories about living and working abroad.

Expat Findings – a collection of stories and insights from the Expat Explorer survey data, hand-picked and written by us.

Expat Life – a video scripted from real expat quotes and tweets, which has received over half a million views and counting.

Careers Tool – information to help expats choose the right country to suit their career aspirations.

The hub also regularly generates human interest stories for social and local media campaigns, to keep us constantly growing our community.

Outcome

Since launching the 2015 findings to local and regional media, we’ve achieved 1,000 media pieces in over 40 countries, demonstrating that we’re able to reach a wide network of expats right across the globe.

The site continues to resonate with our target audience. To date, over a million people in more than 200 countries have used Expat Explorer Interactive to see where in the world they’d most love to go for their next adventure.

Our aim with this campaign was to continue to drive traffic to the Expat Explorer Interactive tool among expat professionals and achieve high quality, top tier, positive coverage, with multiple waves of regional media activity – all of which we have consistently achieved.

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