Tripadvisor

Tripadvisor needed help earning relevance with the next generation of travelers who discover the world through creators, community, and culture on social. I helped lead the evolution of the brand’s social strategy, including the development of a new audience framework centered on the ’Type C’ traveler. This framework shaped a tone of voice that feels more playful, culturally fluent, and native to the platforms where this audience spends time. The strategy prioritized creator collaborations, community-driven storytelling, and content that shows up in everyday moments of travel inspiration, not just when people are actively planning trips. By treating the audience as co-authors through comments, trends, and interactions, Tripadvisor shifted from a traditional travel brand to a more participatory social presence. 

WINNER: GOLD at The Drum Awards for for Social: Travel & Tourism
https://www.thedrum.com/awards-case-study/how-tripadvisor-revamped-social-strategy-to-capture-gen-z

RESULTS:

147% increase audience engagement, fueled by a more participatory, community-driven presence.

5.1M followers across platforms, up 5.1%.

Top 10 brands getting Gen Z’s attention right now via Ad Age.