Going through a pandemic as a startup is rough. Going through a pandemic as a startup that is trying to market travel courses? Well, let me remind you I previously said I love a challenge.
I teamed up with Bright Trip, founded by YouTubers and Vox travel journalists, Johnny and Iz Harris. I created their social strategy, managed their Instagram, and provided copy for their website and email.
COVID Response Campaign
Goal: Iz and I thought it would be fun to have each member of the team share how they were "traveling from home" through fun activities such as playing Animal Crossing with friends, virtual wine tastings, and cooking international recipes. We invited the travel-hungry community to join in and share how they were having fun during stay-at-home orders. We also continued to share fun locations to visit for the future and snippets from courses to study up on during quarantine!
Time Frame: March 2020 to November 2020
Impact: BT made lemons from lemonade and provided much-needed entertainment instead of product pushing — and the audience loved it. BT saw an increase in Instagram following by 52%. While other travel brands struggled to connect with the community, BT broke from the status quo.
Time Frame: March 2020 to November 2020
Impact: BT made lemons from lemonade and provided much-needed entertainment instead of product pushing — and the audience loved it. BT saw an increase in Instagram following by 52%. While other travel brands struggled to connect with the community, BT broke from the status quo.
Mapping Mondays
Goal: What started out as a one-off idea that Johnny would share for Living Room Travels turned into a whole series of its own.
Each Monday, Johnny would takeover our story and show off different parts of the world. I created the imagery shown on the right, provided captions, and curated a running list of ideas from fans on where Johnny should go next, along with their name for shoutout purposes. Once they went live, I clipped the stories together and created IGTV videos for returning fans to re-watch/catch up on.
Time Frame: March 2020 to November 2020
Impact: This was by far our highest performing story series with a whopping quarter of BT's total following tuning in every Monday! This was key in growing the account to where it is today.
Each Monday, Johnny would takeover our story and show off different parts of the world. I created the imagery shown on the right, provided captions, and curated a running list of ideas from fans on where Johnny should go next, along with their name for shoutout purposes. Once they went live, I clipped the stories together and created IGTV videos for returning fans to re-watch/catch up on.
Time Frame: March 2020 to November 2020
Impact: This was by far our highest performing story series with a whopping quarter of BT's total following tuning in every Monday! This was key in growing the account to where it is today.
High Performing Content
Promotional Material
High Performing Stories
