When travel reopened, GOMO's biggest competitor launched Jetpac, a roaming product available to anyone on any network at rates that were hard to argue with. Out-producting them wasn't an option. So we out-audienced them instead. Post-COVID, people weren't just ready to travel, they were desperate to, and they wanted to be seen doing it. Working with the client to solve a problem on a lean budget, we skipped the ad spend and let real people do the work for us, for free. We gave ordinary Gen Z and Y travellers the chance to become GOMO's next travel influencer on Instagram, and they ran with it, pulling in their own networks and generating organic reach we couldn't have bought. GOMO defended its roaming revenue at the exact moment it was most at risk, and beat the competitor in the only arena that mattered.