FairMoove

Success Story: FairMoove

Community marketing and ambassadorship: how did FairMoove move from ‘one to many’ to ‘many to many more’?

Client

FairMoove is a new online travel agency founded in 2021, at the heart of the reinvention of tourism, with three core values: sustainability, ethics and immersion. The company’s ambition is to combine the joy of travel with environmental awareness. FairMoove aims to become the showcase for a new form of tourism that is positive, joyful, smart and, above all, responsible, through:

• A rigorous selection of hotels
• Highly informative and transparent expert content
• Concrete commitments

The company recently successfully completed a partly crowd-funded capital raise totalling 1.5 million euros and now has nearly 330 committed shareholders.

Background

In its quest to transform the tourism industry towards more sustainable and equitable practices, FairMoove has chosen to adopt an influencer marketing strategy to further engage its community and raise awareness amongst its audience about behavioural changes.

Consequently, to ensure wider dissemination of its message, the company initially launched an ambassador programme by partnering with influencers who have a large following on social media. Furthermore, to enable anyone keen to promote the message of sustainability and environmental responsibility in travel to join the initiative, FairMoove has also expanded its influencer programme to the ‘nano’ level by engaging ambassadors with smaller but equally impactful audiences. Indeed, as part of this initiative, FairMoove has launched a new influencer programme called ‘Les FairMoovers Engagés’ with the aim of involving more travellers in the message of sustainability and in the business impact of their contribution (an annual subscription costing 49 euros per year).

Challenges

The aim of this influencer-centred marketing strategy adopted by FairMoove is primarily to leverage the networks of committed travellers to spread the message. Thus, rather than adopting the traditional ‘one-to-many’ approach, the company aims to amplify the reach of its mission through a ‘many-to-many’ approach.

To achieve this, it is important to distinguish between the various categories within FairMoove’s engaged audience, namely:

1. Existing customers
2. Shareholders (following the fundraising round)
3. Ambassadors (macro-influencers)
4. Micro-influencers (with a smaller audience)
5. Testers
6. Newsletter subscribers

To capitalise on the potential reach through the networks of each of these categories, FairMoove needed a platform that would allow it to clearly segment its audiences, target them with specific messages and gradually build up its understanding of the target audience.

Solution

To adapt to the specific requirements of the programmes launched in collaboration with the different categories of its audiences (notably ‘committed FairMoovers’, shareholders and ambassadors), FairMoove adopted Actito to launch email campaigns tailored to the different journeys, programmes and incentives put in place for each of its audiences.

Thanks to Actito’s features (campaigning, forms, personalisation), the ‘Committed FairMoovers’ community, for example, is now able to take part in travel trials, provide real-time feedback and spread the word through authentic and practical content about the services offered by FairMoove.

Results

The initiatives undertaken by FairMoove delivered the expected results following the migration of data to Actito. Nearly 2,000 shops were created by micro- and nano-influencers, generating hundreds of shares and various pieces of content. Actito enabled FairMoove to successfully manage the personalisation of these messages and maintain direct, tailored relationships with influencers. This resulted, on the one hand, in a 3.2-fold increase in the number of followers on FairMoove’s social media channels, almost four times the level of engagement, campaign open rates consistently above 50 per cent, and a fourfold increase in the number of programme sign-ups with very high engagement rates.

Roadmap

Managing the multiple audience categories and the programmes associated with these audiences may prove to be a significant challenge for FairMoove in the future. As a result, the company plans to centralise all its programmes within a single, gamified platform. Thanks to Actito, customers, shareholders, influencers, travel testers and newsletter subscribers will be able to take part in missions, earn rewards and exchange their points for various rewards, including FairMoove trips. This approach will enable FairMoove to build an engaged community, foster interaction between members and strengthen word-of-mouth marketing in a centralised manner, whilst enriching the data collected.

FairMoove also plans to integrate a referral scheme into its centralised programme. Thanks to Actito, members will be able to refer new members and enjoy additional benefits. This expansion of the programme will enable FairMoove to continue growing its community, raise its profile and strengthen its position as a major player in responsible tourism.