The challenge
Details
Digital marketing
Good Rebels
Year: 2017-2021
In 2017, Royal Caribbean and Celebrity Cruises set out to strengthen their social media presence across four key European markets: Spain, France, Italy and DACH. The objective was to develop a unified social media strategy that could scale across regions while adapting to local audiences, levels of digital maturity, and cultural nuances.
Royal Caribbean
My role
As project lead, I was responsible for defining the overarching social media strategy, coordinating efforts across European markets. He ensured strategic alignment between local teams and the global vision, while adapting content and activations to the specific dynamics of each market.
What we did
Traveller journey & persona segmentation: We mapped the customer journey for European cruise-goers and defined buyer personas per country based on digital habits, motivations and cultural insights.
Common direction, local flavor: We crafted a core social media framework that guided messaging, tone and content styles — but allowed each market to localize for relevance. The idea was “one strategy, many voices.”
#CruisingDucks – Viral & listening activation: While monitoring broader social noise, we discovered a viral “hide-and-seek with rubber ducks” challenge among cruise passengers. To join the momentum — and celebrate Royal Caribbean’s 50th anniversary — we placed 50 rubber ducks aboard ships, each with personalised passports, and amplified the activation across social media. This engagement tactic humanised the brand and tapped into existing user behaviour.
Results and impact
+154%
x2
+20
Social interactions
Community growth
Glocal campaigns
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