Jetmar Viajes - 2023
TikTok Strategy
Jetmar had more than six decades of recognition in Uruguay, but little visibility among younger travellers.
I launched the brand’s TikTok presence to create a more immediate and human way of communicating—phone-shot, natural in tone and intentionally removed from traditional corporate travel content.
The channel was initially built using content from my own travels, transforming my personal footage into platform-native stories for the brand. Individual videos surpassed 1 million views, helping Jetmar reach a generation it had never directly spoken to before.
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I developed the strategy and built the channel from the ground up, defining the content formats, visual language and editorial direction.
Using my own travel archive as the starting point, I selected, adapted and edited footage around destinations, experiences and travel behaviours. I then continued filming, testing formats and curating the account according to what connected most naturally with the audience.
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Social strategy · Channel launch · Content development · Personal travel archive · Filming · Editing · Account curation