Launching UNILAD Adventure off a global audience.

UNILAD had a vast, general audience but no dedicated home for travel and adventure: a category with huge organic pull and a highly shareable, video-first content style. Wanderlust content also has a property most verticals lack, which is that people share it as an aspiration, tagging who they would go with, so every post carries its own distribution.

The opportunity was to use the parent brand's reach to launch UNILAD Adventure as the go-to feed for bucket-list content, and turn it into a genuine destination rather than another page. The test of a vertical is whether it earns an audience of its own once the parent's introduction wears off; the launch was the easy part, the following had to be kept.

We built the content engine around what travels best on social: short-form video, destinations and bucket-list moments, published at pace. By 2019 the page ran an all-video feed at roughly five to six posts a day, positioned on UNILAD's credibility and tuned for reach across the feed.

The result was a page competing with the biggest publishers on the platform: 1.7 billion Facebook views across 2019, a 7.5 million follower audience of its own (up around 19% over the period), and a place in the global top 60 Facebook video publishers in Tubular Labs' April 2019 ranking, with 307 million views in that month alone. For a single-category vertical, that is the league the biggest general-interest pages play in.