Tapping into Trends with Reactive Content

This project was completed while at my previous agency. As a brand focused on travel and experiences, GetYourGuide asked me to create an ongoing reactive content series that taps into key cultural moments and trends as they happen, in a way that speaks authentically to their target audience.

This was proposed as a key tactic to increase engagement from its existing audience and reach new followers, based on competitor research that showed leading travel brands achieving high levels of engagement with similar content. This project was a great success, and remains a core element of the brand's content strategy today!

For each piece of content, I drafted creative briefs which were used as a basis for design in collaboration with the agency’s content production team. I drafted all copywriting, including in-creative copy and post captions. I was also responsible for conducting competitor research/analysis to identify trends. When a trend was approved by the client team, I was tasked with conceptualizing content, typically within a 24-hour window.