To promote the new Renault offroad, instead of selling the truck, we decided to promote unexplored places to go with it.

We use open data form Instagram to find the most touristic destinations in the country. And to detect the unhashtagged ones, we used AI to collect pictures with active geolocation and without any linked hashtags, ensuring the new destination were unknown. Then with local guides we determined which unexplored sites were worth discovering and developed new coordinate routes for each of them. Finally we communicated these routes in a campaign targeted by interest and proximity to the destination.

Alaskan Outsider was a new player among offroad 4WDs, which is why it was so important to position it in a fresh way from the very beginning. Even more so, in a country where 2 out of 5 of the most-sold vehicles are 4WDs.

Amazingly enough, we discovered that every van campaign revolved around adventure and an outdoor lifestyle, but people who bought these vehicles always ended up going to the same destinations. This leads to overtourism, clustering them with people and hashtags. But, what if we relied on hashtag interaction density to identify the opposite kind of sites? And that’s how we detected new unexplored destinations that have no hashtag, where you can only get in a 4WD.

Unhashtagged Places by Alaskan Outsider is a platform to discover unexplored destinations that have no hashtag, where you can only get in a 4WD. An algorithm helped us identify the most touristic places in the country, and analyze the density of interactions linked to them through hashtags on Instagram photos. Relying on active geolocation, we were also able to identify places that had no hashtag associated to them to make sure these destinations were unheard of. We went to local guides to help us curate which of these places were worth visiting, and created exclusive new routes communicated through our campaign, targeted by interest and proximity. To avoid overtourism, these routes were erased once photos linked to the location were detected. This way, instead of selling a van, we created a geolocation campaign promoting new destinations it can drive you to.

Argentina is the eighth largest country in the world. In fact, 2 out of every 5 of the most sold vehicles there are 4WDs. However, people keep going to the same destinations, taking the same pictures, and saturating hashtags with content we’ve seen thousands of times.

The new Alaskan Outsider is a limited series that aims at generating awareness among a target who pursues new adventurous experiences. So, for its launch, we decided to offer a novel way to travel. Instead of selling the vehicle, we chose to promote the destinations where it could take you. This way, instead of competing with other 4WDs in the market, we were competing against platforms that offered tour packages, which all go to the same destinations. That’s where we established a huge differential – creating a travel platform to go to alternative unexplored destinations where you can only get in a 4WD.

Instead of developing a traditional campaign to launch a new vehicle, Renault created an open platform that increases the range of opportunities for lovers of offroad destinations. And so, Unhashtagged Places turned into a data driven campaign, guided by geolocated ads, to promote destinations that were not part of the classic tourist routes in all 24 provinces in Argentina. Instead, we endorsed unexplored alternative destinations among an audience thirsty to discover these kinds of places.

To avoid overtourism in these new locations, once a photo linked to them was detected, the route that led there on the platform was automatically deactivated while a route to a new location appeared in its place.

In addition, users were encouraged to share the Unhashtagged Places they knew on the platform, making it a database updated with feedback that received over 1,000 proposals.

The campaign took place between October 21 and December 15, 2021, achieving a Multiplatform Reach of 87.6%.

Combining platforms and display, we achieved a total of 160,642,250 impressions, mostly from high-impact formats such as HE, and IE, among others. It’s worth noting that the average for each of these formats is 1.5MM.

Website traffic surpassed 12K, with high permanence on the platform.

Over 1,000 new destinations were added from users’ suggestions on the platform.

Regarding sales, over the course of the 7 weeks that the initiative lasted, ALL Alaskan Outsider were sold out during the first week of the campaign.

And, most importantly, thanks to our early detection system of each new liked photo linked to a coordinate on the Unhashtagged Places platform, we managed to only promote destinations with zero hashtags linked to them, protecting them from overtourism.

Argentina is the eighth largest country in the world. In fact, 2 out of every 5 of the most sold vehicles there are 4WDs. However, people keep going to the same destinations, taking the same pictures, and saturating hashtags with content we’ve seen thousands of times.