Did I win the travel client jackpot here? Abso-freaking-lutely. I started working on Norwegian Cruise Line’s organic social at the beginning of 2022 and garnered some impressive numbers with little assistance from boosting.

2022: Organic social generated over 2.7M engagements (not including video views) across 2,003 pieces of content. Our video reach and views on reels both grew by over 400% YoY without considerable boosting.

2023: We passed our goals at 120%, with a 59% YoY growth in impressions and engagement, 27% growth in followers and a 188% increase in website traffic.

A lot of those numbers can be accredited to changing the way Spark was handling social shoots. When I started, they were only sending brand managers and editorial photographers which, unsurprisingly, didn’t result in a lot of useable footage for Tiktok and reels. While we managed to create awesome content with what we had, I worked to revamp their process and advocate for social-first creatives leading those shoots. We went from having 70-100 assets from a week long shoot, to having over 4000 unique pieces. With a vastly improved asset library, we were able to jump on more trends and keep our content feeling fresh. This change didn’t go unnoticed in the industry with a rep from Tiktok labelling NCL as the standard for cruise line content on the platform and the brand other are trying to replicate.

Here are some of my favorite content pieces, shots and a link to the first social campaign we got to work on for NCL.