This is a great example of how to succeed in Social with Industry Partners. In March 2015, Wonderful Copenhagen started a brand new and innovative campaign called 'This is Copenhagen' built around Instagram videos to showcase the city of Copenhagen. Over a two-year period, the Wonderful Copenhagen team worked on building a community and collaborating with the community.

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The cooperation between Wonderful Copenhagen and Norwegian is based on new direct routes to Copenhagen opening up from the United States. This provided Copenhagen with a unique opportunity to market the city as a destination to US consumers, aiming for this demographic by attracting a mass following. Strategic stories such as architecture, gastronomy, royal/historic items of note, nightlife, green and environmental issues, traditions, design/fashion and family were selected. The aim of the campaign was then to target US consumers with appropriate age and income in four US cities. Wonderful Copenhagen has established that its target group expects authentic content and is highly active on social media. Thus, a social first approach for the campaign was considered most appropriate, and Wonderful Copenhagen followed a native social strategy - telling stories on platforms where people are present. The community project aimed to source authentic user content from Instagram through promoting the #cph hashtag in order to encourage people to submit content for the campaign. But this was also implemented in order for Wonderful Copenhagen to receive permission from all users to utilise content in their activities.