Our Client Partner Director, Sophie Hodges, recently shared how eight&four embraced social innovation for Sandals in her piece for Little Black Book. With more travel brands competing on social, particularly during peak seasons, the challenge was clear—how to break through the noise and drive real engagement.
During Q4 2024 and Q1 2025, eight&four used TikTok’s Interactive Add-On features to bring two key sales moments to life:
Travel Tuesday: Featuring a Gesture Ad that invited users to swipe to “Unlock Travel Tuesday Deals.”
Jamaica Sale: Using Story Selection to offer users a choice between two vacation styles, creating a more personalized experience.
Collaborating with Blue Robot, the team also launched interactive social campaigns for key calendar moments:
Valentine’s Day: The Emoji Engine invited users to comment with 🍴 or 💌 to unlock a surprise via DM, making the romance of a Sandals getaway feel playful and interactive.
Made of Caribbean Event: Branded Notifications with a “Send Message” CTA provided personalized updates and reminders ahead of a TikTok Live broadcast.
Results That Speak for Themselves
The TikTok campaigns drove over 32,000 add-on clicks, 4,500 post engagements, and 7 million video views. They also generated over 100,000 link clicks to the Sandals website, with the Emoji Engine alone delivering 50,000 post engagements, 300+ Emoji Engine responses, and a 65% DM response rate.
As Sophie noted in Little Black Book, embracing social innovation allowed eight&four to help Sandals stand out, convert engagement into action, and prove that creativity still wins on social.
Read the full article here.
