Hays Travel

Brief

The Social Co were tasked with growing Hays Travel’s TikTok presence and establishing the brand as the leading UK-based travel agent on the platform. The campaign aimed to drive rapid follower growth, generate high levels of engagement across organic and paid content, and build a loyal, repeat-engaging community.

The ultimate goal was to position Hays Travel as the go-to source for travel inspiration on TikTok, outperforming competitors in visibility and impact.

Strategy

The Social Co developed an always on TikTok paid strategy designed to accelerate follower growth while building long-term community engagement and brand loyalty. With follower acquisition as the primary KPI, spend is focused on promoting high-performing organic content to cold audiences, supported by dedicated follower growth campaigns targeting high-intent travel audiences.

Creative was built around destination inspiration, deals and tips, human led content, and trend led content, ensuring a consistent mix of value, entertainment, and platform-native relevance. Spark Ads are used to retain an organic feel while maximising reach via Video Views optimisations, alongside engagement and follower objective campaigns to fuel TikTok’s algorithm and grow visibility.

Community interaction was a key driver of performance, with comment-led content, reply videos, and UGC prompts encouraging repeat engagement. TikTok activity is supported by a Pinterest traffic campaign, amplifying top-performing content to high-intent users and nurturing audiences for future conversion. Once tracking is finalised we can introduce Lead and Conversion optimised campaigns.