Going global for an airline software provider

Client background

A provider of booking and travel technology software for airlines — expanding its brand reach in overseas markets through a multi-country social media program.

The situation

A strong product, almost no recognizable presence abroad. The project had to cover several markets at once, each with its own platforms and language. The previous year's video content had been expensive and under-optimized. The key question: can a structured program beat a series of one-off campaigns?

What we did

A full-year program across the markets: dedicated country pages with local-language content, a content calendar tied to travel seasons and product milestones, and short-form video at the heart of it — with the cost structure rebuilt so production could be measured and improved quarter over quarter.

Short-term results

In six months: +251K followers across the program, 7.8M page impressions, 8,000+ engagements. A video campaign reached 2.5M people and 1.6M views in four weeks — while video costs dropped 71% versus the previous year's approach.

Long-term impact

The efficiency gain wasn't a one-off. Cost per view stayed structured and monitorable, and the audience base built in one market (a 24% coverage milestone) became the playbook the team reused for the next market. The program shifted the internal conversation from "what did we post" to "what did it cost per person reached."

Evidence