Skyscanner – Community Management Takes Flight

The Coolr Effect

– 551K+ engagements in Q1 alone
– 223,713 engagements in July, a 440% month-on-month increase
– Skyscanner’s highest-ever comment: 249.4K engagements
– A step change in TikTok and Instagram engagement strategy
– Consistent brand love and positive sentiment across community interactions

The Story

In travel, competition for attention is fierce. Skyscanner wanted to stand out on social media by building cultural relevance and connecting with audiences in real time. To do that, they needed more than content creation — they needed a community management approach that turned every comment into an opportunity to build brand love.

Community management is often treated as a background activity, but for Skyscanner’s audience of value hunters and savvy explorers, every interaction is a chance to win engagement, show up in culture, and inspire journeys. We reimagined Skyscanner’s community management on TikTok with a proactive, reactive-first approach — embedding the brand not just where it was mentioned, but in the wider cultural conversations where attention already lived.

Daily community management sweeps ensured Skyscanner showed up in real time, never later than 24 hours. Crucially, we engaged selectively, only entering conversations where it felt natural for the community. By avoiding overly branded interactions, Skyscanner’s voice stayed playful, authentic, and culturally relevant.

Our sweeps spanned relatable travel moments that tapped into universal “everyone gets it” truths, AviationTok and niche travel communities where passion runs deep, and unexpected wild-card moments — weaving Skyscanner into broader culture through playful copy and surprising links. These moments helped the brand reach far beyond traditional travel content.

The results spoke for themselves. One comment alone — “you want a trip??? how about a guilt trip” — became Skyscanner’s highest-performing comment ever, with 249.4K engagements. Throughout 2025, consistently strong replies drove tens of thousands of likes, turning everyday interactions into standout cultural moments.

The Takeaway

– Community management isn’t background work — it’s brand building
– Showing up in culture beats waiting to be tagged
– The best brand moments happen in the comments