CASE STUDY
Plane Simple
Content Guide · 3 months · Honeymoon & family travel planning
The brief
Plane Simple is a bespoke travel planning service for honeymoons, milestone trips, and family holidays. They came to me pre-launch, no existing content rhythm, no clear strategy, and a need to build trust with an audience that takes their big life moments seriously. The goal wasn't just reach. It was the right reach, and building a runway to conversion.
What landed
From a standing start in September, total monthly reach grew from 639 to 4,966 by October, a 650%+ increase. 96.4% of that reach was new audiences. The top reel hit 3,127 views. Profile visits jumped 386% month-on-month. By month three, the strategy had compounded enough to successfully recontract.
What I did
I delivered the Content Guide package across three months: monthly strategy calls, a goal-aligned content calendar, 2–3 posts per week, brand-voiced captions, a Notion content dashboard, and scheduling guidance built around how the founder actually works. Every month included a full strategy review, analysing what performed, why it worked, and what to do differently.
The content strategy was built around a Grow / Nurture / Convert funnel, with reels designed to pull in new audiences, carousels to build trust, and conversion content timed carefully to avoid feeling pushy too early. Trend analysis was included each month, with specific format recommendations.
The tone was warm, dry, and relatable, warm enough for the emotional weight of a honeymoon audience, sharp enough to not sound like every other travel account.