At HAVAS Red, Brady led the creation of a reactive content strategy for GetYourGuide, a travel and experiences brand. Each month, he coordinated content that tapped into key cultural moments and trends as they happened in ways that were authentic to the brand, ranging from album releases to zodiac seasons.

This was proposed as a key tactic to increase engagement from GetYourGuide's existing audience while also reaching new audiences, based on competitor research that showed leading travel brands achieving high levels of engagement with similar content.

Brady was responsible for conducting daily social media monitoring to identify trends, along with ideating how to authentically tie each trend back to the GetYourGuide brand. When a trend was approved by the client team, Brady was tasked with coordinating content to be posted within a 24-48 hour window to effectively leverage the moment.

For each piece of content, Brady drafted detailed creative briefs which were used as design direction for the agency’s internal content production team. He drafted all copywriting, including in-creative copy and post captions, and conceptualized each piece of content.

This content strategy was a great success, accounting for some of the brand's top performing posts in 2024. The brand team was highly pleased with these creative outputs, and it remains a key piece of their content strategy today.

While at HAVAS Red, Brady was tasked with conducting a social campaign for Restylane's Instagram to dispel common filler myths with content that brought science, statistics, and facts to the forefront. Brady led the creation of carousels and Reels that transformed Restylane's information-dense reports and research into bite-sized, digestible content pieces.

Brady used Sprout Social to track and report campaign performance, and was challenged to meet target KPIs of at least 3% engagement rate for each post. He was also tasked with ideating new content formats to test performance (for example, animated carousels vs. Reels, model imagery vs. product pack shots).

Overall, this content mix was a success and led to increased engagement rate, reach, impressions, and follower growth month-over month.

While at HAVAS Red, Brady was tasked with leveraging internal and external data to create engaging Reels and Carousels for GetYourGuide's Instagram each month.

This content effectively leveraged top-booked destinations, travel trends, search inquiries, and audience behaviors extracted from internal booking data and social listening platforms like Meltwater and Sprout Social.

He also helped activate A/B testing to identify behavioral trends from users based on specific formats and elements, such as video/static and high production/low production.

This content brought in high levels of engagement, with some Reels ranking in the top 10 of GetYourGuide's organic content year over year.