From heritage brand to 9,333% paid social revenue uplift in eight weeks

Introduction

YHA is an iconic British travel brand with over 140 hostels across England and Wales. For decades, it's helped people get out, explore, and connect through shared adventure. But the brand was stuck in the past — associated with school residentials, not aspirational travel ‚Äî and virtually invisible to younger UK travellers.

Problem

YHA was losing ground in a crowded staycation market. Awareness among under-35s was low. The brand was seen as functional, not aspirational. The brief: increase awareness, shift perceptions, grow engagement, and prove that brand-led creative can deliver measurable commercial results — all in just eight weeks.

Approach

We repositioned YHA from "budget accommodation" to a brand that celebrates curiosity, connection, and adventure at any age. "Stay Youthful. Stay YHA" reframed the conversation entirely — youthful as a mindset, not a demographic. This wasn't a campaign bolted onto an old brand. It was a fundamentally different way of talking about what YHA offers.

Solution

A multi-channel campaign built around scroll-stopping content, creator partnerships, and edutainment — designed to spark FOMO, fuel discovery, and drive intent. Our creator network produced relatable, experience-led content that felt native to the platforms it ran on, building reach and community week on week. Alongside the organic strategy, a performance-driven Meta campaign blended brand awareness with direct-response conversion. We optimised in real time across the eight-week window, shifting budget toward the creative and placements that were driving bookings ‚Äî not just clicks.

Results

120,000+ users reached organically. 126% higher engagement than industry average (6.8% vs 3%). +43% YoY new users to website. 9.7% CTR — 400% above average. +9,333% YoY paid social revenue. +11% bookings with 15.5% increase in overnights.

Impact

A brand-led campaign that proved creative thinking and performance media aren't in tension — they're the same thing when the strategy is right.