EF Ultimate Break TikTok

About Project

EF Ultimate Break is a group travel brand for 18–35 year olds—so to say TikTok is an important way for us to connect with our travelers would be the understatement of the century. It’s where our audience is, always, so it’s our job to meet them there and to create compelling organic content that keeps them coming back for more.
We recognize that TikTok is more than just a video platform—it’s a search engine, an inspiration source, and a form of entertainment all rolled into one. So, we strive to be all those things, delivering travel content that endears our brand to travel lovers and keeps us top of mind when it’s time to book a trip.
We’ve set out to build a community for travelers, giving people a home for all things wanderlust—location-specific ideas and inspiration, news on trip drops, trending content, and anything real, authentic, and relatable that scratches that travel itch.
From a brand perspective, it’s our goal to be a travel BFF for our customers—the kind of person who’s down-to-earth, but also down for anything. We’re the unflappable, type-A friend who chronically TikTok searches restaurants, navigates the subway at rush hour in Tokyo, and hypes up the group when they’re a bit wary of ziplining through a cloud forest.
We apply this same brand persona on TikTok. We post first, ask permission later. We jump on trending audio, CapCuts, and formats quickly—making links between culture and travel. We understand that everyone who engages with our content is at a different stage in their journey—and we create a variety of content at the intersection of travel and trends to reflect that.
From time to time, we acknowledge and support promotions, contests, and brand news on the platform. When doing so, we identify ways to accomplish business goals while remaining Tiktok relevant.
So, that’s what we do. Is it working? Damn right it is.
In 2023, @EFUltimateBreak's content received a whopping 27,705,744 total views.
@EFUltimateBreak's average engagement rate on TikTok was 5% in 2023, +194.2% above the travel industry average.
We even gained 23,000+ followers, reaching 725,431 in total (and counting!).
Must-see TikToks...
Evergreen content:
Live from the road
https://www.tiktok.com/@efultimatebreak/video/7081051914057682218
Innovation meets storytelling
https://www.tiktok.com/@efultimatebreak/video/7329565776963423534
Pop culture x travel
https://www.tiktok.com/@efultimatebreak/video/7179247860255329582
Shareable travel hacks
https://www.tiktok.com/@efultimatebreak/video/7293983332994452779?lang=en
Campaign-led messages:
Awareness-driving stunts
https://www.tiktok.com/@efultimatebreak/video/7285837344983502126?lang=en
Business objective 🤝 platform first
https://www.tiktok.com/@efultimatebreak/video/7223060331138927915?lang=en
Contest promotion
https://www.tiktok.com/@efultimatebreak/video/7335604173838257454
Peeks behind the curtain
https://www.tiktok.com/@efultimatebreak/video/7220489229640486190