Rail Europe · Rail travel booking · Creator-led UGC & content strategy · 2026
How Rail Europe made train travel feel like the obvious choice
Selling rail against flying is a positioning problem before it is a media problem.
The results, up top — every number is in the strip below
28+
total creative outputs
across the programme
10+
weeks of structured testing
sequenced, not scattered
6
creative concepts tested
attributable results
2
audience contexts
US-based and EU-based creators
TikTok-native
storytelling format
journeys, not features
Making regional rail feel accessible rather than complicated.
Rail Europe sells journeys that travellers often assume are complex to plan and expensive compared to budget flights.
The campaign also had to work for two very different audiences: US travellers planning a European trip, and Europeans travelling regionally.
“Americans think European trains are romantic and confusing. Europeans just want to know if it is cheaper than flying. Those are two completely different ads.”
So both audience contexts were tested deliberately rather than merged.
TikTok-native storytelling, six concepts, two audience contexts.
Creator-led UGC translated rail travel into TikTok-native storytelling — sustainability, ease and regional discovery told as journeys rather than as product features.
Ten-plus weeks of structured testing covered six creative concepts across two audience contexts, using both US-based and EU-based creators, producing 28-plus creative outputs.
What the campaign actually consisted of.
The working parts behind the Rail Europe numbers above.
Two audience contexts
US-based and EU-based creators
Each audience was addressed by creators from its own market rather than a single global set.
Six concepts tested
Structured, not scattered
Six distinct concepts were run so results could be attributed to an idea.
TikTok-native storytelling
Journey-led, not feature-led
Content was built as travel storytelling rather than booking-product messaging.
10+ weeks of testing
Long enough to read
Structured testing ran over ten weeks rather than in a single burst.
Six concepts tested across two audience contexts in 10+ weeks
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Spark Ads & whitelisting
Amplification
[RAIL] Switzerland Trip Valentina Waisberg #5 — video ad creative
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78b81f714680f3b5a4a46e_out2.mp4
RAIL UGC Creator #4 Valentina Waisberg — video ad creative
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78b7f80955b2e9f19e7eea_out2.mp4
Spontaneous travel is made easy with Rail Europe
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78b7ea0955b2e9f19e766e_out2.mp4
Simplify your European train travel with Rail Europe
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787bb4156a4015bef4d21d_out.mp4
Skip the crowds and travel stress-free with Rail Europe
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787ba0b1814460e9508254_out.mp4
Close the browser and browse Europe in real life
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787b88157ed9bc2f42bc34_out.mp4
Book your entire European train journey in one place
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787b7464db8f2019e233c1_out.mp4
Find your next hidden gem with train travel
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787b6a0c35bf48ff3e2cd8_out.mp4
What it looks like to travel the world like it's on purpose
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a787b5e1af92c90aaf6193b_out.mp4
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103 quote requests
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3D Entrepreneur Général
124 forms + 109 calls
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419 Lafayette
4,239 sessions in the first 3 months
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À l'Amiable
206 → 393 ad calls, flat spend
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139 → 260 ad-extension calls
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25.5 → 18.9 avg position
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Arsenal Électrique
36 → 444 leads a year
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Benjel — SEO
24.8 → 18.8 avg position
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Booksy — Creator whitelisting
+1,700% signups · CPR −92%
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Bumble — UGC ads & creator partnerships
50+ creators · lower CPA
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450+ assets · 60+ creators
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Canado-Nacan Équipements — SEO
36.2 → 25.8 avg position
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CFC & Elevate Health
16,387 leads at CA$33 CPL
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ClearScore — Global creator-led acquisition
CPS −27% MoM · 33% thumbstop
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CA$9.00 → CA$6.27 per booking
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Confort Prestige — SEO
6,168 clicks · +111% directions
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Cours Jeunesse
8 → 1,481 organic clicks
Education & training
Crowdtap — Performance creative & paid media
TikTok CPA −30% · volume +15%
B2B & SaaS
Dashing Diva — Full-funnel campaign
CAC −24% · 3→7 channels
Beauty & personal care
Dockers — Influencer & whitelisting
16M+ views · 80+ influencers
Apparel & fashion
Dr du Matelas — SEO
+118% profile calls
Retail & e-commerce
Electrolibre
498 first-time calls
Retail & e-commerce
EnMouvement
107 → 293 ad calls
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Entretien Squidgee — SEO
+58% impressions · +12% clicks
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Erco Électrique
−47% spend, +72% calls
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EVRY Jewels — Full-funnel growth
$6M → $100M · 7×+ ROAS
Retail & e-commerce
Farrukh Ahmed CPA — Local SEO launch
position 50 → 17 · +166% desktop map impressions
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Fil Chauffant Toiture — Meta Ads
45 leads · CA$38.53
Home services & trades
Fil Chauffant Toiture — SEO
133 → 524 clicks
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Food Allergy Institute — Paid media and booked consultations
243 → 1,012 consultations/mo · cost per landing page view −30%
Health & medical
Future Forward — Performance-driven creator campaign
CPA −20% · 5 platforms
Education & training
Geo Stone
275 leads at CA$19.59
Home services & trades
Geo Stone — Google Ads
93 → 198 calls from ads
Home services & trades
Geo Stone — SEO
1,476 → 3,025 clicks
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Gouttières Grand-Montréal — SEO
53 → 327 clicks
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HelloFresh — Dark posting at scale
17 countries · CPA −20% MoM
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Her-Age
6.63× tracked ROAS
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Hopper — Performance creative at scale
300+ assets/mo · CAC −20%
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HUBZ404
90 → 86,773 impressions
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HUROM — Full-funnel paid media & influencer strategy
ROAS +300% · CPA −70%
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3M+ impressions · 9%+ CTR
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Impact Santé
ROAS 13.62× → 14.96×
Education & training
Impact Santé+ — SEO
+36% clicks · +91% impressions
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Inspections Nicolas Landry — SEO
+117% impressions
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iTrustCapital — UGC & paid media
CVR +100% · CAC −65%
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37,831 clicks · from zero
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JDM Engine Direct
$1.42M tracked revenue at 14.62×
Automotive
Katchoo — Meta Ads
CA$11.15 per lead
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K&R Strategic Partners
$24,740 in tracked value from zero
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K&R Strategic Partners — SEO
0 → 76,344 organic impressions
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LAHA
24 → 475 tracked conversions
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L'Entrepôt de la Réno
5.55× ROAS while tripling spend
Retail & e-commerce
L'Entrepôt de la Réno — Google Ads
CA$356k → CA$1.9M tracked revenue
Retail & e-commerce
L'Entrepôt de la Réno — SEO
111,651 → 280,019 clicks
Retail & e-commerce
L'Exterminateur en Ligne
ROAS 3.27× → 5.51×
Home services & trades
L'Exterminateur en Ligne — Meta launch
9.60× ROAS in the first 3 months
Home services & trades
L'Exterminateur en Ligne — SEO
+20% clicks · +47% impressions
Retail & e-commerce
Linktree — Organic social, series & design
5× reach · 10M views
Consumer apps & platforms
Living Beauty
+225% purchases, matched months
Retail & e-commerce
Living Beauty
402,490 → 1,007,144 impressions
Beauty & personal care
Madhippie — Performance creative
50+ assets/mo · 30%+ thumbstop
Beauty & personal care
Marvel Styles — Disney — Organic social
+40% saves · 9%+ engagement
Apparel & fashion
MDF Mécanique — Google Ads
187 ad calls · CA$37 each
Automotive
MDF Mécanique Laval
240 leads at CA$33 from CA$7,966
Automotive
Medic Québec
152 → 3,855 organic clicks
Health & medical
Mindbloom — Influencer marketing & paid social
CAC −25% · referrals +40%
Health & medical
Miniso — Influencer activations
7M+ views · 200+ activations
Retail & e-commerce
Miro — B2B creator marketing
20M+ impressions · 25 KOLs
B2B & SaaS
Mogu Mogu — Influencer-led high-reach campaigns
#28 → #3 · 445M+ views
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National Consumer Panel — UGC-driven acquisition & paid media
CPI −30% · CPA −20%
Professional services
National Debt Relief — UGC, performance creative & influencer strategy
CVR +25% · CAC −30%
Fintech & financial services
NATIVE — UGC, studio content & retouching
1,000+ assets · 50+ creators
Beauty & personal care
Nettoyage Danfour
+39% leads at −26% cost, flat budget
Home services & trades
Nettoyage Danfour — SEO
+228% organic impressions
Home services & trades
New Balance — Casting, post-production & influencer marketing
7 athletes · 750k audience
Apparel & fashion
NielsenIQ — Global UGC at scale
100 creators/mo · $20M+ media
Professional services
Nordstrom / Wildfang — Micro influencer & gifting
500+ assets · 10M+ views
Apparel & fashion
Nurse.com — Influencer-led creative strategy
200k+ users · <$0.20 CPC
Health & medical
Nuun — Nestlé — Influencer marketing & UGC
60%+ TOFU capture · +30% engagement
Food & beverage
Oever — Event promotion (Google Ads)
1,678,801 impressions · $3.05 CPM
Events & venues
Peintres Montréal — SEO
+441% sessions
Home services & trades
Peinture Marcil — SEO launch
0 → 2,176 sessions
Home services & trades
Pièces d'auto La Plaine
561 → 1,669 calls, flat spend
Automotive
Plomberial — Meta Ads
30 leads · CA$32.97
Home services & trades
Plomberial — SEO
+887% impressions
Home services & trades
Polarsteps — UGC strategy & content production
136+ assets · 60+ creators
Travel & mobility
Prépa PPL — audience launch
0 → 1,575 sessions/month
Education & training
Rail Europe — Creator-led UGC & content strategy
28+ outputs · 2 audience contexts
Travel & mobility
Réparation Toiture Montréal
Sessions 523 → 1,367 matched
Home services & trades
Santoy Calgary Painters — SEO
+46% sessions
Home services & trades
Secourisme RCR Plus — SEO
+100% impressions · clicks steady
Education & training
Slynumber — Creator strategy & paid media
90K+ installs · 20K+ signups
Consumer apps & platforms
Soffite Fascia Montréal
143,856 impressions from near zero
Home services & trades
Solution Cimex
48 → 387 calls from ads
Home services & trades
Solutions Prox-Secur — SEO
565 → 5,195 clicks
B2B & SaaS
SOS Électricien Montréal — SEO
+17% clicks · +24% reach
Home services & trades
SOS Plombier Montréal
+263% organic sessions
Home services & trades
Stone Decorative — Organic recovery and tracked calls
137 → 1,075 monthly clicks · +85% calls
Home services & trades
Sudipta Fitness
CPL $876.65 → $32.43
Health & medical
Over 253x 5-star
reviews
"Their transparency, attention to detail, and collaborative approach made them feel like an extension of our own team."
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