“What Not To Do” Series: Viral Short‑Form Campaign

To drive engagement and conversation on TikTok, I created short‑form videos for Viator’s viral “What Not To Do” destination series, which spotlighted popular cities around the world, including Rio de Janeiro. The concept flipped the usual travel narrative by focusing on common mistakes and misconceptions rather than the typical list of recommendations.

This reverse‑advice approach encouraged audience participation, with viewers jumping into the comments to share their personal tips, warnings and local insights. The series had already performed strongly on Instagram, and adapting it for TikTok allowed Viator to tap into platform‑native behaviour that thrives on authentic conversation and opinion‑sharing.

I worked on creating concise, culturally aware videos optimised for TikTok’s discovery feed. The series quickly became a scalable content format that maintained brand credibility while sparking meaningful interaction across social channels.

Key Results:
Expanded Viator’s platform‑specific strategy, integrating social trends with brand storytelling.
Produced 12 destination short‑form videos across TikTok, Instagram and YouTube.
Averaged 120,000 views per post, generating high sustained engagement.