How to make a ferry ticket app relevant to Gen-Z with 0€ budget?
Ferryhopper, Greece’s leading ferry ticket app, approached us with the task of creating a strong online presence targeting Gen-Z on TikTok. The objective was to increase awareness and drive downloads of the Ferryhopper app.
I oversaw this project from beginning to end, leading Ferryhopper's TikTok content strategy, crafting copy, filming, and editing all the videos.
Spoiler alert: We won an award for it!
BRONZE - Best in Travel & Tourism | Social Media Awards 2023
THE CHALLENGES
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Brand awareness — Ferryhopper was very popular, among millennials, but not very known to Gen-Z.
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How can we be relevant? — What’s the best way to approach the most demanding audience at this moment and make them care about a ferry ticket app (🥱), without coming across as cringe or overly salesy?
THE PLAN
We established an always on TikTok presence using native content and aimed to forge a strong connection between Ferryhopper and the "Greek summer" stereotype.
Our content strategy was a mix of different pillars, that catered to Ferryhopper's needs while delivering valuable and engaging content for users regarding: Destinations, Travel Tips & Hacks, App Features, The Greek Summer Experience and Influencer Collabs.
Our rules:
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Hard-selling posts are a no-no!
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Use UGC and native footage as much as possible.
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Take advantage of the platform’s trends, to make Ferryhopper part of the online conversation and pop culture.
THE CONTENT
THE RESULTS
Over the span of 8 months, and by solely leveraging organic content (with 0€ budget towards media), we achieved:
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Followers: 4,7K
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Views: 5M
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Likes: 275K
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Comments: 3K
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Saves: 45K
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Shares: 60K
These metrics are a result of a total of 48 TikToks, some of which went viral on #greektiktok, making Ferryhopper a platform staple, with loyal followers who can’t wait for our next post! Don't believe me? Here's proof 👇
