When building the EasyFX brand we noticed that there was a lack of diversity in travel stock imagery, particularly of women. In a bold move, one month after relaunching EasyFX and on International Women’s Day, the 8th March, we launched the #WomenWhoTravel campaign. This campaign called on diverse women from all around the world to share their images on Instagram under the hashtag #womenwhotravel to help break the image stereotypes of women who travel.
This campaign sparked global interest and we received images from places like Eritrea, Canada, and Thailand to name a few. As a new brand with little following, it helped drive EasyFX Facebook engagement up by 4000%, increased web traffic from social by over 2000% and we had over 5000 profile hits on Twitter within our second month of launch. Demonstrating the power of user generated content.