The challenge
P&O Cruises has a strong presence on traditional social media platforms, but the brand wanted to expand its reach and tap into new audiences by launching a dedicated TikTok channel. With only 52% of Meta users also active on TikTok, this presented a unique opportunity to engage with a fresh demographic. Our main challenge was to effectively transition to TikTok’s fast-paced and trend-driven environment while maintaining brand identity. P&O Cruises needed a strategy to quickly connect with audiences, navigate the platform’s evolving trends, and present cruising in an authentic, TikTok-native manner.
Our solution
To address these challenges, we developed a comprehensive TikTok strategy that outlined the platform’s role, identified the target audience, and highlighted the best opportunities for engagement. Our approach included:
- A detailed competitor analysis to position P&O Cruises strategically on the platform
- Bespoke visual identity guidelines that blended TikTok’s native style with P&O Cruises’ branding
- The creation of 60+ organic and paid assets within the first three months to ensure a dynamic presence
- A content approach that balanced real-time trend responsiveness with evergreen material, ensuring continuous audience engagement.
- A launch strategy aligned with P&O Cruises’ peak booking period to maximise visibility and impact
The results
Our TikTok channel launch exceeded all expectations, achieving exceptional growth and engagement. In its first three months, the channel gained over 20,000 followers and millions of views. Paid campaigns have delivered significant results, with CPMs coming in 45% lower than the KPI for awareness and view objectives, maximising efficiency and reach.
By embracing TikTok’s unique format and style while staying true to the P&O Cruises brand, we have reached a wider audience on an entirely new platform, positioning the brand for continued growth and relevance in the social media space.
With the support of Sunday, we were thrilled to launch P&O Cruises official TikTok account recently. The team worked incredibly hard to develop a channel strategy and visual identity at pace, establishing an approach and commencing content production ahead of our key booking period. We are now publishing over 20 new pieces of content a month, with the channel truly bringing to life the magic of cruising and playing an important role in inspiring Britain’s holidaymakers.
Robert Scott
Vice President Sales, Marketing & Brand, P&O Cruises