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P&O Cruises harnesses the power of social 2

P&O Cruises harnesses
the power of social

When Sunday took on the P&O Cruises social account, we set out to transform the brand’s presence in the social sphere. Charged with revamping all social comms, we seized the opportunity to develop a strong strategy and build something brilliant.

Insight | Content strategy | Editorial & copywriting | Photography | Social | Video & audio

To support its ambition to become the UK’s number one holiday brand, we instilled a data-led mindset to nurture existing relationships and create new ones. Putting UGC, advocacy and the passions of our audience at the heart of our strategy, we created a lively forum – for the fans by the fans.

We gave each social channel its own identity with highly targeted, bespoke content designed to drive engagement and leads. In response to the latest trends, we introduced new approaches, such as gamification to build brand awareness and collaborating with key influencers to build wider reach. We set ambitious KPIs and introduced rigorous reporting, resulting in agile and proactive responses.

Our test and learn approach ensures that content stays fresh and effective – regularly exceeding KPIs. In only four years, we’ve steadily grown the community across all channels (by as much as 133% on Instagram), and the social campaign supporting the launch of new ship Iona generated high leads and drove the most successful launch ever, without any above-the-line spend.

During the Covid crisis, social channels have been on the frontline as our client responds to the ever-changing situation. We’ve worked closely with them to create a bespoke CV19 strategy that keeps our audience informed, engaged and in a positive mindset, despite the inevitable frustrations. As a result of this strategy, with its highly reactive content that responds to audience needs, our gateway of goodwill has seen sentiment improve in 2021.

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