Brand campaign
From Brief to Creative Execution
Across a six-month collaboration with Skyscanner, I developed and created short-form travel content built around different ways to help travellers discover useful information, compare options and plan their trips.
- Client
- Skyscanner
- Duration
- About six months
- Output
- Five to six Reels
01
Two creative approaches
Example 01 · Comparison-led
Bali vs Vietnam
A comparison-led Reel helping travellers evaluate two destinations, with a relevant flight-search connection.
Watch the Reel
Example 02 · Utility-led
Travel Hacks
A practical, utility-led Reel built around a travel problem and a useful takeaway, with Skyscanner integrated into the content.
Watch the Reel02
My role
A creator collaboration. Here is who owned what.
What I developed
- The creative angle for each Reel
- Hooks, scripts and structure
- Producing and publishing the Reels
Set by Skyscanner
- Briefs and objectives
- Features and messages to include
- Brand guidelines and approval
Outside my role
- Media buying and paid distribution
- The wider marketing strategy
- Measurement beyond my own channel
03
Verified results
Cheapest Flight Hack Reel, as reported in my media kit.
- Views
- 662K
- Shares
- 16K
- Saves
- 5.3K
- Profile visits
- 425
Top-performing branded reel on the account, with shares roughly 2x the average for sponsored content. Led to a follow-up campaign that crossed 200K views, marking Skyscanner as a returning partner.
04
What the results tell us
What they show
- Shares ran well above my usual sponsored content.
- Saves suggest people kept it as useful information.
- The brand returned for a follow-up campaign.
What they can't show
- Whether viewers used Skyscanner or booked. That data sits with the brand.
- How much came from the idea versus timing, distribution or my audience.
- How it would perform on another account or as paid media.