TRAVEL APP
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About Brand
AainaAainaisisananupcomingupcomingtraveltraveldiscoverydiscoveryappappcurrentlycurrentlyininitsitspre-launchpre-launchphase.phase.DesignedDesignedaroundaroundananintuitiveintuitiveswipe-basedswipe-basedexperience,experience,thetheplatformplatformhelpshelpstravellerstravellersdiscoverdiscoverdestinations,destinations,uncoveruncoverhiddenhiddengems,gems,steersteerclearclearofoftouristtouristtraps,traps,andandbuildbuildpersonalizedpersonalizeditinerariesitinerarieswithwithease.ease.ByBycombiningcombiningdestinationdestinationdiscoverydiscoverywithwithseamlessseamlessitineraryitineraryplanning,planning,AainaAainaaimsaimstotomakemakeeveryeveryjourneyjourneymoremoreinformed,informed,personalized,personalized,andandmemorable. memorable.
Campaign Objective
AsAsananupcomingupcomingproduct,product,Aaina'sAaina'sobjectiveobjectivewaswastotoestablishestablishaastrongstrongdigitaldigitalpresencepresencebeforebeforethetheappappofficiallyofficiallylaunched.launched.TheThefocusfocuswaswasononbuildingbuildingawareness,awareness,generatinggeneratingcuriosity,curiosity,andandintroducingintroducingaudiencesaudiencestotoaanewnewwaywayofofdiscoveringdiscoveringandandplanningplanningtravel.travel.RatherRatherthanthanpromotingpromotingappappfeaturesfeaturesfromfromthetheoutset,outset,thethestrategystrategycentredcentredonontellingtellingthethebrand'sbrand'sstory,story,creatingcreatingmeaningfulmeaningfulconversations,conversations,andandbuildingbuildingaacommunitycommunitythatthatwouldwouldbebeexcitedexcitedtotoexploreexploreAainaAainaonceonceititlaunched.launched.
What We Did
The Social Up Marketing team developed a content strategy that focused on building the brand before introducing the product. Instead of leading with feature-based communication, we created narratives around travel experiences, destination inspiration, and the founder's journey, allowing audiences to connect with the vision behind Aaina. After understanding the target audience and studying high-performing travel content formats, we built a content roadmap that balanced storytelling, destination recommendations, relatable travel moments, and pre-launch awareness campaigns. To create a distinct identity for the brand, we also conceptualized original content series such as "The Boyfriend I Never Had," using episodic storytelling to spark curiosity, encourage repeat viewership, and keep audiences invested in Aaina's journey. Alongside content ideation and scriptwriting, our team managed the brand's social media presence, ensuring every piece of content consistently introduced Aaina's unique travel discovery experience while building excitement and familiarity ahead of launch.
Results
OverOverthethecoursecourseofof9090days,days,thetheawareness-ledawareness-ledstrategystrategyhelpedhelpedestablishestablishAaina'sAaina'sdigitaldigitalpresencepresenceamongamongtraveltravelenthusiastsenthusiastsandandintroducedintroducedthethebrandbrandtotoaagrowinggrowingonlineonlinecommunity.community.TheThecontentcontentgeneratedgeneratedoverover51K51Kviews,views,reachedreached16.6K+16.6K+accounts,accounts,andanddrovedrovemoremorethanthan2.6K2.6Kinteractions.interactions.TheThecampaigncampaignalsoalsoresultedresultedinin2.7K+2.7K+profileprofilevisits,visits,reflectingreflectinggrowinggrowingcuriositycuriosityaroundaroundthethebrandbrandandanditsitsuniqueuniqueapproachapproachtototraveltraveldiscovery.discovery.ByBycombiningcombiningstorytelling,storytelling,originaloriginalcontentcontentseries,series,andandaastructuredstructuredcontentcontentstrategy,strategy,SocialSocialUpUpMarketingMarketinghelpedhelpedbuildbuildawareness,awareness,strengthenstrengthenbrandbrandrecall,recall,andandlaylayaasolidsolidfoundationfoundationforforAaina'sAaina'supcomingupcomingappapplaunch.launch.
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