Princess Cruises set out to operate Facebook as a true always-on brand ecosystem, one designed not only to serve our existing community of 2.4 million followers, but to consistently reach and inspire audiences far beyond our owned base. As our largest and most operationally complex social platform, Facebook plays a central role in how Princess drives discovery, storytelling, and engagement at global scale.
Our objective in 2025 was to build a Facebook presence that could perform year-round across ships, destinations, and onboard experiences, balancing inspiration with information while maintaining consistency, quality, and relevance. Rather than relying on episodic campaigns or viral moments, we focused on creating a sustainable publishing model that would allow Princess to show up every day with content audiences actively choose to watch, engage with, and share.
Given Facebook’s role as the primary forum for guest conversation, across comments, mentions, Messenger, and independent Facebook groups, our objective also included maintaining an active social listening and community management approach to ensure guests felt heard, informed, and supported in real time.
Key goals included:
Establishing Facebook as Princess’ primary platform for immersive video storytelling
Expanding reach well beyond our follower base through video-forward discovery
Driving sustained video views and engagements across the full year
Operating Facebook end-to-end in-house, from listening and production to publishing and engagement
Princess Cruises approached Facebook as a living media channel rather than a promotional outlet. Our strategy centered on building a fully integrated, in-house social operation capable of supporting global storytelling at scale, while remaining responsive to performance data, guest sentiment, and real-time insights.
To support global coverage, we supplemented in-house production with embedded creators sailing across regions including Japan, Alaska, and the Caribbean. These creators functioned as production partners, contributing owned assets that could be deployed across organic and boosted Facebook placements. All content was centrally managed within a digital asset management system, enabling efficient reuse across brand, PR, paid media, and trade teams.
Execution began with a deliberate shift toward video-first content, recognizing Facebook’s strength as a discovery and consumption platform. In 2025, nearly two-thirds of our Facebook output consisted of videos or Reels, designed to reach audiences beyond our 2.4 million followers and drive incremental discovery across the platform.
Content spanned destinations, onboard experiences, dining, entertainment, crew stories, and lifestyle moments, ensuring diversity while maintaining a cohesive brand look and feel. Publishing was supported by a centralized internal team responsible for:
Social listening and insight development
Editorial planning and content production
Publishing, boosting, and performance optimization
Community engagement and moderation
Social listening and community management were foundational to our Facebook strategy, as guests actively use the platform to share feedback, ask questions, and discuss their experiences in both brand-owned and independent spaces. Our team monitored conversations daily across comments, Messenger, and broader Facebook communities, using insights to inform content decisions while ensuring timely, thoughtful engagement where appropriate.
Princess Cruises’ always-on Facebook strategy delivered strong, sustained performance throughout 2025, demonstrating Facebook’s effectiveness as both a discovery and engagement platform at global scale. This integrated approach allowed Princess Cruises to scale reach and video consumption while maintaining trust and responsiveness in one of the brand’s most vocal and visible social environments.
Across the year:
380 total posts were published
247 posts were videos or Reels
207 million video views were generated (+216% YoY)
270 million total content views were driven (+330% YoY)
2.53 million engagements were recorded (+185% YoY)
Despite a follower base of 2.4 million, Princess Cruises reached 41.1 million unique Facebook accounts in 2025—nearly 17 times our owned audience—highlighting the platform’s ability to consistently extend reach beyond existing followers through video-led storytelling.
These results reflect year-round momentum rather than event-driven spikes, reinforcing Facebook’s role as Princess Cruises’ most impactful platform for immersive content consumption and engagement. By operating Facebook end-to-end in-house, we maintained a consistent global presence that delivered relevance, scale, and sustainability across destinations, ships, and onboard experiences worldwide.
