Kick Ass Hostels

We love working with brands that allow for creativity – and working with a Kick Ass one is even better. Through a long-term partnership, we have taken KAH’s funky hostels and turned them into an even funkier social presence.

Our Work


Kick Ass Hostels approached us in 2019 to come up with a revived social media presence to better reach their target millennial audience. The ultimate objectives were to (1) engage their current audience with remarkable content to enjoy expanded reach across peer audiences; (2) increase brand awareness and ultimately bookings through creative and data-led ad sets; and (3), make Kick Ass Hostels one of those cool, quirky places that pop into your mind when you first start planning a holiday.


We needed to ask two questions when creating the content calendar for Kick Ass Hostels Firstly, how do you engage an existing audience of people that have already visited the venue? The answer is to provide them with engaging social first content such as memes, as well as memories and appealing features that make them want to reminisce about their own stay at the hostel (get that online-word-of-mouth going!). Secondly, how do we make Edinburgh a dream place to stay? The kind of place you plan a trip around. The answer was creating beautiful ads and content that showcases all the characteristics of KAH that are so appealing to the Instagram Generation.


Beautiful and engaging creative isn’t enough. With our data-led sales funnel approach, we created several target audiences, including look-a-like audiences, which focused around several different consumer groups, such as solo travellers, students, people already travelling through Europe and many more. We ran several brand awareness campaigns across FB and IG, reaching the right people in the right places, and truly placed Kick Ass Hostels on the digital map.

Our Results

The results in the first 6 months


Content Impressions


YoY Daily Organic Reach


Estimated Ad Recall Lift Rate

Pilot Fish delivered us incredible results for our Black Friday and festive campaigns, with ROAS consistently over 5 for most campaigns and up to an incredible 14.8 for our abandon cart retargeting. Their team is responsive and helpful, making the whole process very easy for a small business like ours.
Leah Shaw Hawkins
Pickering's Gin
After meeting with Pilot Fish, we knew they were the team we’d been looking for! The best part about the partnership is that it is a collaboration, and we still have a lot of creative involvement, which was important to us.
Stefanie Bowles
Kick Ass Hostels
The work Pilot Fish has done for us with online marketing and social media has increased our online sales from almost zero to a point where many of our artists are making a very good income online. Their work has also increased our social media presence and following hugely, which we know we will benefit from for years to come. I can't recommend them highly enough!
Lynzi Leroy
Scottish Design Exchange
Pilot Fish could not have been better. We approached them to launch our product using paid advertising on Social Media, we were provided with clear advice on how to access our demographic and achieve our goals. Pilot Fish then enacted the campaign and managed it, along the way adding more creative. Their execution of the campaign meant we acheived over 1000 downloads on the product in a couple of weeks. We could not be happier with the results of the work and would happily reference them to anyone.
Adrian James
A dedicated and creative social-first team that works as an extension of our marketing department. PFM have been instrumental in helping us grow and develop our digital presence.
Jude Schweppe
Creative Director, Flowercard

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