938,264 people reached in a month by a travel portal talking about holidays that do not cost a fortune.
No paid budget. One idea, executed on TikTok every day: where can a family go this summer without spending a fortune? The answer reached close to a million people in thirty-one days.
Period: May 2024, one month inside an ongoing retainer. Every figure is taken from the client report and labelled with its source. No figure has been rounded upward.
The client
Bab Alsafar is a consumer travel portal whose managing partner wanted the brand known before the summer booking season, without buying the attention. Cush ran the content operation: TikTok, Instagram, stories, carousels and the monthly read-out.
Where they started
A steady but small account. Reach in the low hundreds of thousands, engagement in the low thousands, and a following that grew by a few hundred a month. Good months were flat months.
What was wrong
Travel content usually sells the destination. The audience was not asking "where is beautiful", it was asking "where can I afford". Nobody in the category was answering that question in short video, so the brand had a subject to itself.
What we did
A TikTok-first plan built on one editorial promise: new, budget-friendly destinations for the summer, one a day, in vertical video.
Carousels introduced on both TikTok and Instagram so the same research worked twice, and interactive stories run throughout to keep Instagram followers responding.
Weekly reading of what the Instagram audience actually watched, so June's plan could add travel hacks and tutorials to the destination series.
What changed
Reach rose 186 per cent to 938,264 and engagement 233 per cent to 46,268, both records. TikTok carried the month: followers up 131.97 per cent, reach up 283.72 per cent and engagement up 340.59 per cent, with several videos going viral. Total audience passed 8,700 for the first time. Every one of those numbers came from organic distribution.
The evidence
Every number on this page carries one of three labels, and the period it covers is stated above the figures.
One question your customers keep asking, answered every day, beats a campaign about you.
The sector was travel. The move was picking the question the audience was already asking and owning it in short video. A clinic, a school or a bank has the same opportunity.
Read the next case, or find out which pattern your marketing fits.
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