BRY TASTAD
Social Art Director | Content Creator | Strategist
NORWEGIAN CRUISE LINE
LET'S START WITH THE METRICS:
2022
I joined the account as Social Art Director in Q3, ramping up to lead the creation of about one-third of all social assets by year-end. In 2022, the account received:
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2.7M+ engagements across 2,000+ assets, excluding video views
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Reels reach and views +400% YoY (minimal paid)
2023
By this point, I was leading the creation of roughly 90% of all social content. We surpassed goals by 120%. YoY we achieved:
• Impressions/Engagement +59%
• Followers +27%
• Site traffic +188%
Ok bet — but what'd I actually do? 🤔
As Social Art Director for Norwegian Cruise Line, I led organic content and strategy across TikTok, Instagram, Facebook, and Twitter. I also supported paid campaigns and led content capture onboard and on excursions, making sure what we shot actually worked once it hit social.
My focus was blending creativity with data to understand performance, spot trends, and pivot fast to keep the brand relevant (and scroll-worthy).
Creating the majority of our organic social assets, I saw what landed and what didn’t. That let me guide future shoots, fill the gaps in our library, and — to be blunt — save us from wasting time and budget on content that would ultimately fall in the asset graveyard. 🥀
Rather than over-focus on what other industry brands were doing, I pulled inspiration from travel creators and entertainment brands. AKA: creators who truly get how to captivate audiences and connect on an authentic level. That shift made NCL’s content feel more dynamic, more culturally aware, and a lot more human.
