Travel Blue
Social Media Planning｜Reels Development
OVERVIEW
UK-based Travel Blue is a globally recognised travel-accessories brand, with products sold in more than 100 countries. Built around the idea of “making travel more comfortable and convenient,” the brand is well-loved by travellers worldwide for its high-quality neck pillows, organisers and travel essentials. In Taiwan, its neck-pillow range has become a must-have item for outbound travellers.
In recent years, Travel Blue has been actively expanding its presence in Taiwan. By collaborating with well-known travel creators such as The DoDoMan and 酷的夢 (Cool Dream), the brand has leveraged social media content and creative video storytelling to strengthen brand recognition and increase market engagement.
WHAT did WE DO
Phase 1 — Building the Social Foundation & Content Framework
We helped the brand establish a solid foundation for its social presence — defining content themes, planning post concepts, and shaping a consistent visual direction. The goal was to create a brand image that blends both travel inspiration and everyday lifestyle appeal.
Phase 2 — Increasing Brand Exposure & Market Visibility
In the second phase, we expanded the brand's reach through a wider mix of content formats, including Instagram Reels, interactive posts, and themed series campaigns.
By planning content around compelling travel topics and shifting more posts into video formats, the brand successfully moved beyond simple product promotion and began positioning itself as a source of travel inspiration — increasing visibility, engagement, and overall market buzz.
Phase 3 — Strengthening Engagement & Long-Term Community Loyalty
As the strategy matured, the focus shifted toward boosting user interaction and deepening community participation. We activated the social channels through festive campaigns, giveaways, and interactive Q&A posts to create a lively, engaging environment.
At the same time, continuous data analysis allowed us to refine content directions and maintain strong visibility. This helped the brand not only stay top-of-mind but also build a stable, loyal fan community with long-term engagement.
Promotion Strategy
We provided Travel Blue with a full social-media marketing service designed to strengthen its connection with audiences and build a warm, engaging community ecosystem.
Each month, we developed themed content proposals aligned with the brand's tone and market rhythm — integrating seasonal moments, holidays, and trending topics to create engaging posts and interaction formats. Through the consistent output of highly engaging graphics and content, the brand maintained strong visibility and ongoing conversation on social platforms, effectively narrowing the gap between the brand and its consumers.
In addition, we handled short-form video editing and visual planning, presenting the brand's personality through more story-driven formats. This improved shareability, enhanced the viewing experience, and ultimately strengthened the brand's influence across social channels.
Social Media Management
Building a “Blue Memory” for Travellers
To create a sharper and more memorable brand image, we developed a signature content series titled “Monthly Map Highlights.” This series not only boosted fan engagement and brand recall but also established Travel Blue's unique identity across social platforms.
One standout post — the “Okinawa Google Map Essentials” guide on Facebook — generated over 1,500+ comments on a single post. This exceptional response demonstrated strong audience resonance and interaction, and significantly amplified the brand's organic social buzz and high-quality engagement.
In addition, we created themed posts around major Taiwanese holidays — including Lunar New Year, Dragon Boat Festival, Mid-Autumn Festival, and the Double Ten long weekend. By combining travel scenarios with festive cultural moments, we produced content that felt locally relevant and emotionally resonant.
These posts not only enhanced the quality of fan interactions and strengthened brand loyalty, but also successfully boosted overall page activity and social buzz.
We also developed an interactive post themed around a “Neck Pillow Quiz,” inviting fans to discover which Travel Blue neck pillow best suited their travel style. To increase participation, the quiz was paired with a giveaway campaign.
The post generated strong results, attracting 800+ comments and 600+ shares, significantly boosting engagement and overall community activity. This interactive format effectively strengthened positive product perception and deepened audience affinity with the brand.
Reels Optimisation & Strategy
Based on the audience's social behaviour and content preferences, we focused on planning and optimising Instagram Reels to strengthen the connection between the brand and its consumers through highly engaging short-form videos.
Our content strategy centred on travel maps, travel scenarios, and product highlights, creating short videos that balanced brand identity with playful, easy-to-watch storytelling. This approach improved viewer retention and increased willingness to share, further amplifying the brand's reach and engagement.
Key Results
- Top-performing Reel reached 95,972 views
- Average views exceeded 50,000 per Reel
- Highest engagement on a single Reel surpassed 600 interactions
Conclusion
Through ongoing content planning, posting strategies, and continuous optimisation, we helped Travel Blue achieve consistent visibility and strong engagement across social platforms.
From ideation to execution, we combined festive campaigns, travel-inspired storytelling, and interactive posts to attract new audiences and deepen brand connection. Over time, this approach successfully built a recognisable social identity and strengthened Travel Blue's overall brand affinity.
Key Result
Fanbase growth of approximately 1,260% in five months
(from around 500 followers to over 7,000)
