Case study · Aviation
AirAsia. 1.1 million reached at $0.06 per lead.
A four-episode travel series turned into a full-funnel creative system — cinematic storytelling, short-form reels, and static performance assets that drove 6,000 booking requests in one month.
The challenge
AirAsia wanted to reconnect post-pandemic travelers to the joy of discovery — but at scale.
They needed a content system, not just a campaign: one that could live across reels, ads, and static posts, each driving cost-efficient bookings. Static brand posts were declining in engagement, regional CPMs were rising, and creative fatigue was setting in across overused visuals.
The strategy
Full-funnel storytelling
Four cinematic episodes for the top funnel, six short-form reels for the middle, and static ad variants optimized for the bottom — one system, three pressure points.
Modular remix architecture
Every hero cut, B-roll, and still was tagged for remix. Five hooks × three durations × four formats meant the team could version fast without re-shooting.
Creator-style storytelling
Real travelers, real destinations, grounded camera work. The airline brand stayed in the background so the audience felt it as content, not an ad.
The execution
Travel series (4 episodes)
Cinematic episodes built around destination and human story — organic launch, boosted via Meta, then cut down for performance campaigns.
Short-form reels (6 pieces)
Designed for Meta and Instagram placement. Each reel tested a specific creative angle; CPL hit $0.06 on retargeted audiences.
Static content system (60+)
Destination carousels, deal-based ads, quote templates, and posterized stills — all in a monochrome + red system built to retarget.
Notion ops layer
A content pipeline the internal marketing team could run solo — tag by funnel, hook, and audience, track versioning, and iterate without us.
Creative gallery
The travel series
Ep. 01 · The First Flight Back
Ep. 02 · Island Routes
Ep. 03 · Sky Miles to Memories
Ep. 04 · Above & Beyond
The results
Secondary lifts: +3× engagement vs. baseline, +28% CTR on short-form ads, +15% lift in destination search queries.
From strategy to execution, The Wider Collective's speed and clarity were unmatched. They turned our campaign into a content machine.
What's next
- 01Country-specific localized variants of each reel.
- 02UGC remixes to deepen personalization.
- 03Pipeline extension to TikTok and YouTube Shorts.
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