Client Success Case Study: Zero-G
If there's anything that we've learned from working with the renowned space tourism company, Zero-G, it's that an intentional marketing strategy will—quite literally—allow your business to soar to new heights.
Zero-G hit the tarmac back in August of 2004 and soon took off as the first and only commercial zero gravity flight experience for non-astronauts. Over the years, they've grown into a nationally recognizable brand identity and, with our help, garnered some impressive viewership on social media. Since their initial sign-on in July of 2022, The Social HQ has brought Zero-G's follower count from approximately 16k to almost 41k, and created numerous viral reels along the way! Here's how we did it:
Step 1: Create educational content
We quickly noticed that educational content—including the science, research, and news behind aviation—performs incredibly well. The success of educational content holds true for most brands, but with Zero-G it seems especially so. This is because when it comes to an industry that is often kept away from the general public, people are eager to see new information that helps them understand how space flight works and why they should try it out.
Check out this viral reel that teaches the audience about the history of Zero-G:
Or this reel with over 2 million views that demonstrates 2x gravity as opposed to zero gravity:
Step 2: Relativize the brand
Flying with Zero-G is about more than just experiencing a state of weightlessness, it's about joining the astronautical side of history. We all know about famous astronauts like Neil Armstrong, Sally Ride, and Buzz Aldrin who ventured out of Earth's atmosphere with NASA, but what about our role models who's relationship with space more closely reflects our own?
See this reel showcasing the flights of some more relatable celebrities, which proved to be another top-performer:
In addition to highlighting the flights of some familiar faces, we also strive to be transparent about what a day at Zero-G looks like! Behind-the-scenes videos have a tendency to perform very well because they help the audience feel connected to the brand, and this BTS video is no exception!
Footage like this also encourages comments and saves, which keeps you at the top of your viewers' minds and is great for the Instagram algorithm. This particular reel received higher overall engagement than reels of similar viewership.
Step 3: Let reviews do the talking!
A zero-gravity flight is a high-ticket experience that requires some thoughtful consideration before purchasing. This is why highlighting client testimonials and positive comments on social media has been an essential tool in expanding Zero-G's client base! Humanizing the brand in this way has allowed us to ensure that Zero-G remains a top choice for adventurers when they decide they are ready and able to purchase.
Wondering how Zero-G's content stacks up in terms of performance? Look no further! Did you know that the average Instagram engagement rate is between 1.22% and 4.59%? Zero-G's Instagram consistently surpasses this industry average with engagement rates often soaring into the double (and sometimes triple) digits! Plus, their TikTok account has amassed three million total views in the last three months alone.
