The brief
Global Explorers Club was launching a new educational travel programme for young professionals. They had no social presence, no email list, and no content assets. The challenge was to build brand awareness and community from absolute zero while the product was still being finalised.
What I found
Starting from zero meant every piece of content had to earn attention with no existing audience goodwill. The team was unsure what content themes would resonate. They had no visual identity for social. Email capture was an afterthought on a splash page. Competitors had years of content archives to compete against.
What I built
Created a launch content strategy with three pillars: behind-the-scenes programme development, traveller stories and testimonials, and educational travel tips. Designed a cohesive visual identity for social assets. Set up a pre-launch email waitlist with weekly value-driven newsletters. Built a posting cadence of 1 feed post + 3 stories/day on Instagram, 1-2 TikToks/day.
- TikTok
- Mailchimp
- Canva
- Notion Editorial Calendar
- Later for scheduling
What changed
Reached 1,200 followers across Instagram and TikTok in 60 days. Content views exceeded 120,000. Email waitlist grew to 450 subscribers with 42% open rate. First programme launch sold 80% of spots within 48 hours of announcement. Established a content library of 50+ reusable assets and a repeatable production workflow.
“Mark helped us build a consistent social media presence that finally reflected our brand. His content strategy, scheduling, and creative ideas significantly increased engagement and gave us a professional online identity that attracts new travellers every week.”