While freelancing at We Are Social, I was the always-on social content lead for the Booking.com account.
Supporting the strategic platform of “Reasons to Book” I oversaw the development of multiple characters native to TikTok—from the hapless Cliche Dad through to the McRollies, a family of suitcases (those are my daughters eyes), and much more—finding an infinite amount of hilarious reasons to book a trip. For Instagram, we leant more heavily into memes and influencer partnerships. We leveraged trends and insights in both instances, iterating constantly to improve performance.
Supporting the strategic platform of “Reasons to Book” I oversaw the development of multiple characters native to TikTok—from the hapless Cliche Dad through to the McRollies, a family of suitcases (those are my daughters eyes), and much more—finding an infinite amount of hilarious reasons to book a trip. For Instagram, we leant more heavily into memes and influencer partnerships. We leveraged trends and insights in both instances, iterating constantly to improve performance.
My Role: I managed a team of five content creators and writers, creating multiple pieces of content per week. This meant overseeing concepts and scripts (and occasionally appearing in front of the camera), liaising with the client, and, most importantly, mentoring the team.
Results: We Are Social Amsterdam won Greatest TikTok UK 2024 for the best overall campaign. By combining Always On and Tentpole strategies, Booking.com took a two-pronged approach. Head Juror Tamara Cross, Managing Partner at Manning Gottlieb OMD, called it “a masterclass in winning attention on TikTok, building brand love, driving results, and reacting at the speed of culture.”
