The Brief
Increasing multi-channel social media engagement
We worked with a travel company to transform their social media performance, resulting in impressive results. As a result of the work over 2022, the brand reached 20 million impressions of brand reach and awareness, while their Instagram followers grew from 11,565 to 31,926.
After reviewing the incumbent strategy we worked with our agency partners to improve the strategy across existing channels. This is a summary of a project aimed at transforming the travel industry client’s brand perception through an improved social media content strategy.
The focus was on user-generated and channel-specific content, rather than generic posts and images, to increase engagement and followers. The objectives included transforming the client’s brand personality and achieving organic growth, while generating 30 pieces of customer content weekly.
What we did
Our approach involved combining current trends with persona research to understand the types of content people were actively searching for and creating assets deployable across multiple channels.
To achieve this, we did deep research into travel trends in a post covid world, as well as understanding the clients ideal customer we were able to take a test and learn approach to content production as well as introducing trending content into their planning.
By identifying a potential audience of 26.6 million on social, we were able to highlight the untapped potential and develop a per-channel strategy to better target these audiences. We re-formatted the client’s entire creative collateral to better deploy it across a range of channels and developed channel-specific content, including Instagram Reels.
We also identified key opportunities for customers to engage with the brand on social, including stickers for use when creating stories on Instagram, key photo spots at journey points, and signs on the ship to direct cruisers to social. We also managed Instagram influencer content and collaborations to boost engagement and reach.
Our approach changed the client’s whole marketing approach by integrating the brand with modern social platforms and creating authentic, user-orientated content.
Coming into 2023 we have introduced new channels such as TikTok to make the most of their potential for beautiful and potentially viral content as well as Pinterest to reach planners who are keen to find new destinations to travel to.
Results
Authentic Delight.
Over 2022, the brand reached 20 million impressions of brand reach and awareness, while their Instagram followers grew from 11,565 to 31,926.
Since coming into 2023 we have regularly had content hit hundreds of 1000’s of views and are now growing new platforms for the client.
