TikTok First Turning Pink Advert
A localised, creator-led activation integrating brand cues and a trackable discount code to drive last-minute booking consideration.
BRIEF
lastminute.com partnered with Inspiring Belfast to localise its digital-first campaign for a Northern Ireland audience, spotlighting the ease and joy of booking a last-minute holiday. The objective was to integrate campaign messaging, signature brand cues and a trackable discount code within a native social format to drive awareness and booking consideration.
ACTIVATION
The video opened in a recognisable street-style Vox pop format, grounding the content in authenticity. Mid-conversation, lastminute.com’s signature pink transformation was introduced, shifting the tone from everyday chat to spontaneous holiday mode. The branded reveal felt like a natural escalation rather than an interruption, maintaining the creator-led style across TikTok and Meta while clearly landing the campaign message.
IMPACT
The campaign generated 204,000 views, 8,500 likes and 279 saves. Strong engagement demonstrated that the stress-free booking message resonated within a culturally relevant execution, while the integrated discount code delivered measurable digital performance alongside brand awareness.
