A full-year social program for a destination platform

Client background

A destination discovery platform (travel and activity booking) operating in a competitive market where social engagement drives app downloads.

The situation

The brand had a social presence but no structured program. Content was reactive: ad-hoc posts tied to marketing pushes, with no creator network or seasonal planning.

What we did

Designed a year-long editorial calendar mapped to travel seasons, local festivals, and cultural moments. Built a creator database segmented by niche (food, adventure, luxury, family travel) and engagement tier.

Each quarter had its own content pillars, creator partnerships, and UGC amplification strategy.

Short-term results

First-quarter content generated 2.1M impressions and 180K engagements. Creator-driven posts accounted for 65% of reach.

Long-term impact

The program became the social operating system for the brand. Every campaign launch now plugs into the existing creator network and content calendar structure.