Freedom Destinations
A social-first strategy for Freedom Destinations, mixing reels, TikToks, itinerary inspo, carousels and UGC to bring the destinations to life. In 9 months, I grew their Instagram following 6x and launched their TikTok - not to target Gen Z, but to influence them. Because when they‘re sending holiday ideas to the family group chat, it’s the parents doing the booking. In fact, over 60% of TikTok users say they’ve planned a trip after seeing it on the app.
Each post was crafted to be informative, offer value to travellers and showcase the team’s first-hand expertise.
Content Series
E X P E R T I N S I G H T S
(Shot & edited by me)
A content series where I interviewed team members fresh off their FAM trips. It created authentic, staff-led UGC that built trust - showing that the Freedom travel consultants don’t just sell holidays - they’ve actually been there making them true experts in their destinations.
L O U I S I A N A F A M T R I P
(Posted on TikTok)
I documented each day of my FAM trip to Louisiana on TikTok, capturing real-time moments, not just polished shots. It’s a great example of how storytelling creates connection and makes people feel part of the journey.
O R G A N I C R E E L S
(Edited from brand and stock footage)
Reels created using hotel, tourist board and stock footage - transformed with hooks, captions and storytelling designed to drive engagement and bring destinations to life.
Carousels
As mentioned on the previous page, carousel posts are the top-performing format on Instagram right now - driving 114% more engagement than photos and 12% more than reels. I created the carousels below for Freedom Destinations with the goal of being genuinely helpful - offering real value to travellers, not just eye candy.
Feed Aesthetics
Your Instagram feed isn’t just pretty - it’s powerful.
Recent research shows that around 75% of travellers use social media to research trips, and nearly half make destinations decisions baed on posts they see from peers, not just paid influencers.
That’s why your feed aesthetic matters - consistency and storytelling drive trust before you even say a word. Businesses with visual consistency can see up to a 32% increase in revenue just from being recognisable, trusted and well-branded at a glance.
The focus for Freedom wasn't on creating a hyper-polished feed - it was about building a visually consistent but approachable presence that reflected the brand's expertise, experience and passion for travel.
Clean, informative cover images, destination photography, and subtle brand cues were used to keep the feed feeling cohesive while letting the trips and experiences speak for themselves.