Case study

Northern #GoDoYourThing Ambassador Campaign

The brief

To support the launch of Northern’s #GoDoYourThing campaign, encouraging more people to get out and about on Northern trains. We were asked to promote the benefits of using the Northern online journey planner and buying tickets in advance.

Our approach: we set up partnerships with trusted northern influencers who became Northern Ambassadors showcasing the great locations you can visit and activities you can do on the Northern network to #GoDoYourThing

The delivery

12 Northern Ambassadors were tasked with undertaking four bursts of content for Northern – one per month – under four different themes

Our Northern Ambassadors created engaging and fun content that showed them trying out all sorts of amazing things across the north of England, travelling on a Northern train and inspiring others to do the same

We saw them going on adventures with their dogs, taking part in ghost walks, finding great new cafes, watching opera, rowing on the river for the first time and taking their children on a dinosaur trail, all from stations on the Northern line

Their videos, stories and grid posts showed how easy it was to use the Day Tripper Tool for inspiration, as well as them booking their tickets online

Content was used across the ambassadors’ Instagram accounts as well as providing engaging content for Northern to share across its platforms

The results

The campaign successfully captured a snapshot of the great places and things you can experience, see and do across the north providing great content for Northern

Helped reach new audiences and a cross section of people with different interests/lifestyles that fit Northern’s pen portraits, organically delivering more than 394,000 impressions

All content drove awareness of Northern’s Go Do Your Thing campaign, driving traffic to the Day Tripper Tool and creating awareness of the benefits of Advance Purchase travel, securing over 36.5K content engagements


  • 394k
  • 36.5k
    content engagements