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The Canary Islands tourist brand and social media site Facebook have joined forces to create an innovative digital campaign, whose key elements are personalization and the use of big data. The campaign has been developed for the markets in the north of Europe, and is entitled “Your body needs Canary Islands”. It enables the popular site’s users to generate and share personalized videos with their friends, combining their own images with those from the Canary Islands, and focusing on the preferences and hobbies of the user.  

The aim of the campaign put together by Turismo de Canarias is to serve as a reminder of the Islands’ fine weather to residents of Norway, Sweden, Germany, Holland, Belgium, the United Kingdom and Ireland, where low temperatures and limited sunshine hours have a negative influence in people’s state of mind. To this end, “Your body needs Canary Islands” is based on the idea that we all need good weather to be active, to get out and enjoy ourselves, and do the things we like most.

As Sara Sánchez-Romo, the social media manageress at Turismo de Canarias explains, “we are attempting to empathise with northern Europeans’ real life situation, as in their countries it is really cold, and to insist on the idea that the Canaries are associated to the finest climate in the world”; “the most innovative part of this latest promotinal initiative is the use of the personalized video format that Facebook has made so popular around the world, and which can go viral in a short time, to communicate to the market in a friendly and non-intrusive way, and an especially personalized way, thanks to the knowledge this great social media site has of its users’ interests”.

This campaign, which uses technology based on big data which Facebook has made available to Spanish brands for the first time, represents an example of the intelligent and creative use of data stored on the social media site. With the express consent of the user, it generates an individualized impact on each person included in the selected segment. The technology used detects whether the user is part of the campaign’s target audience, and to show them an advert that will encourage them to visit mybodyneedscanaryislands.com and go on to create a video that will combine photographs they have published on Facebook together with others that highlight what the Canary Islands offer in accordance with their interests, alongside information about the contrast in temperatures and sunshine hours with the Canaries at that very moment. All this with the aim of awakening a desire to come and visit the Islands to improve their state of mind and enjoy happy times.

The “Your body needs Canary Islands” campaign will be active until 31st December, and will feature, as well as the creation of a specific microsite in six languages to access the video generator, a campaign highlighting 43 million impressions of the islands by users of Facebook.

*The campaign is 85% co-financed by the European Regional Development Fund (FEDER in Spanish).