Polarsteps · Travel app · UGC strategy & content production · 2026
How Polarsteps turned real travel behaviour into a content system
Travel advertising sells destinations. A travel app has to sell the moments around the trip — the planning, the detour, the photo you send home.
136+
total assets
produced across the programme
The results, up top — every number is in the strip below
136+
total assets
a reusable library, not one campaign
60+
content creators
real trips, genuinely different
12
weeks of creative testing
structured and sequenced
Always-on
UGC supply
content entering continuously
Journey moments
as the brief
built around real product usage
01 — The challenge
Selling an app that lives inside somebody else’s trip.
Polarsteps is used while travelling, which makes its value hard to stage: the interesting moments happen mid-journey, not in a studio.
The account needed a repeatable way to capture those moments at volume rather than one beautiful campaign film.
“Our product only makes sense once you are already on the road. You cannot fake that from a studio with a suitcase and a plant.”
So the programme built a system around real travellers instead of a shoot.
02 — Our approach
Decision moments across the journey, tested for twelve weeks.
Creators were briefed around decision-making moments — choosing where to go next, tracking a route, sharing progress — so the content mapped to the moments the product is actually used in.
Twelve weeks of structured testing across 60+ creators produced 136+ assets, which is enough volume to learn what works rather than to guess from a handful.
03 — What we did
What the campaign actually consisted of.
The working parts behind the Polarsteps numbers above.
Journey-moment briefs
Content matched real usage
Briefs were built around travel decision points instead of destination beauty shots.
Creative from the campaign
60+ creators
Variety of trips, not one aesthetic
A wide creator base produced genuinely different journeys, which is what a travel audience recognises.
Creator asset grid
12 weeks of testing
Structured, not ad hoc
Twelve weeks of sequenced testing gave each concept a fair read before it was kept or cut.
Testing schedule output
136+ assets
A library, not a campaign
The output was a reusable content system the account could keep drawing from.
Reported asset counts
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
.webp)
.webp)
