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Booking.Com

GLOBAL SOCIAL CHANNEL  

For Booking.com, we launched a culture-driven social strategy that focused on travel motivations and not destinations. Inspired by niche TikTok communities, diverse creators and fast-moving platform trends, we celebrated a diverse set of motivations  behind booking a trip, aiming to prove that everything is a reason for travel.

Casefilm “reasons to book” 

We used TikTok as an entertainment platform to stand out with culturally relevant stories about the booking experience, where most competitors focus mostly on inspirational travel content.

Each piece of content is designed for TikTok, using platform trends, audience insights, and built-in creator tools.
Always On Content 

We setup an extensive team to monitor and react to opportunities in realtime; We created an Always On channel that was quickly responsive to trending topics, with a unique and unpolished Booking.com POV.  We then used targeted paid campaigns to amplify key or top-performing content. Reacting to the right trend at the right moment (however short-lived) momentarily enhanced our visibility and built momentum.

  • Increased our followers by 40%, to build a community 1.4M and become one of the fastest-growing travel brands on the platform.
  • Generated a total of 86M engagements (160% annual increase) with our best pieces hitting more than 2M engagements each
  • Created 60+ 'viral' videos (at least 1M views), with our best hitting 23.5M views
  • Had our content generate earned media coverage in publications including AdAge, Mail Online, Newsweek, Forbes and Sports Illustrated


Best performing video (23.5M views) - Genius Campaign
Best reactive trend video (19M views) - Crawly the Gnome
"Reason to Book" Example - A Minion at Universal Orlando (18.5M views)
Next to Always On content we created several campaigns that focused on key brand moments, business initiatives and products such as the Genius loyalty program, Travel Proud and the Super Bowl sponsorship





Genius campaign ’24/’25

A highlight has been the Genius Campaign designed to promote our loyalty program, featuring a series of well-known personas including Brooklyn Beckham. The content poked fun at their less-than-genius reputations as they experienced the perks of the Genius program to hilarious effect.


Silver Honor in Comedy Video
Audience Honor in Comedy Video


2023-2025 We Are Social NL x Booking - Role: Exec. Creative Director