KAYAK — Travel Tech
TikTok Launch & Growth
Built and led KAYAK’s TikTok presence from the ground up, developing a platform-native content strategy that turned widespread brand confusion into a creative advantage. Scripted, filmed, and edited short-form content while managing paid social integration and creator partnerships.
KAYAK had low brand awareness and was widely mistaken for a boat company. The brand had no established TikTok presence and needed a strategy that could quickly build recognition and relevance with a Gen-Z audience.
Turned the confusion into creative fuel. Built a content strategy blending humor, education, and reactive storytelling that felt native to TikTok, leaning into the boat jokes, engaging directly with comments, and creating formats that invited community participation.
- End-to-end TikTok content strategy and creative development
- Scripted, filmed, and edited all short-form video content
- Oversaw integrated paid social strategy to scale performance
- Leveraged community engagement and social listening to identify reactive content opportunities
- Managed cross-functional creative briefing and campaign execution
- Led creator partnerships for the global "Unspoken Rules of Travel" brand campaign
- 243M video views in 4 months
- 40K new followers (organic)
- Outperformed industry benchmarks by 80%
- Shifted KAYAK's brand perception with Gen-Z audiences
