Your phone just went on a holiday (club).
The Team
My Role: Creative; Content Creator, Strategist, Copywriter
Partner: The client’s Marketing Director and Social Media Specialist, along with an extended integrated advertising team from Dentsu Creative Finland
Client: Holiday Club
The Brief
Holiday Club needed to stand out in a competitive travel market by showcasing the unique value of its spa resorts and holiday homes—not just as seasonal destinations, but as year-round escapes. The challenge was to communicate the balance of relaxation and activity in a way that resonates with diverse audiences and keeps the brand top-of-mind throughout the year.
Alongside the integrated marketing efforts led by Dentsu Creative, the question was: how can we use social media to bring this message to life and make it stick?
Our Response
To meet the challenge, we developed a continuous, insight-driven social media strategy covering Instagram, Facebook, LinkedIn and TikTok. Instead of relying solely on big seasonal campaigns, we focused on building a consistent presence year-round. Our approach: test, learn, and scale. We experimented with different content formats and themes, identified what resonated with audiences, and doubled down on what worked—creating a dynamic, always-evolving social media presence that keeps Holiday Club relevant in every season. Crucially, we leveraged the strength of our integrated marketing team, using shared insights and cross-channel knowledge to inform and amplify our social strategy.
The Results
The results spoke for themselves: we achieved a 20x increase in TikTok followers, saw continuous growth across all key performance metrics, and significantly boosted the brand’s visibility on TikTok search. Most importantly, we established a point of differentiation from competitors.
Searching for 'spa' on TikTok, the most important search engine among Gen Z, now yields several high-ranking results from and about Holiday Club.