Inbound Marketing Strategies Used by Oh Polly and Jet2 ✉

Each Organisation’s Approach to Inbound Marketing

Oh Polly’s inbound marketing strategy is a multi-layered approach, blending bold branding with digital engagement for a deep audience understanding. The fashion label targets its buyer persona through magnetic content on TikTok and Instagram, leveraging user-generated content and interactive features to reflect its confidence-driven identity. They now foster a vibrant community of nine million followers who feel seen and understood thanks to social engagement, and their free email sign-ups that give subscribers VIP perks with an exclusivity feel. The organisation also excels at SEO; they ranked first for high volume term- ‘going out dresses’, searched over 33,000 times a month. Their virtual assistant, accessible via a chat icon on their site, provides 24/7 support, with seamless handoffs to human agents when needed.

Jet2’s inbound marketing is rooted in trust and value, resonating with its family-oriented, budget-conscious buyer persona. They attract travellers through content-rich destination guides, seasonal email campaigns, and a user-friendly website that streamlines booking. Their mobile app, launched over a decade ago, lets customers book trips on-the-go, meeting rising mobile demand. Their SEO efforts ensure visibility for key search terms like ‘cheap family holidays’ and ‘all-inclusive deals’.   

Furthermore, Jet2’s inbound social media approach blends authenticity, humour and real-time engagement to attract and delight customers. Their jingle ‘nothing beats a Jet2 holiday’ went viral this year and they lent into the trend by reposting user-generated content.

 Strengths and Weaknesses of the Inbound Marketing Approach Used by Each Organisation

Oh Polly and Jet2 both utilise inbound marketing to build strong brand rapports. Oh Polly thrives through a social-first strategy, harnessing TikTok virality, influencer collaborations and user-generated content, driving authenticity and expanding reach- the hashtag #ohpolly has over 2.4 billion views on TikTok. They rank among the top five most engaged UK fashion labels on social media. Their mobile-first approach keeps buyers in the loop with push notifications further driving app traffic, deepening engagement and driving repeat purchases. Furthermore, Oh Polly’s use of SEO is outstanding. After partnering with renowned Red Cow Media, the brand achieved a 3.3 million increase in organic traffic in one year, with a 33% boost in SEO-driven revenue. This is thanks to technical optimisations, content-rich landing pages, and trend-driven collections that match what their buyer persona is searching for. However, Oh Polly’s success is tightly linked to fast fashion and viral aesthetics; these can be unpredictable and with this landscape everchanging, it poses the issue of long-term brand stability. Furthermore, whilst they offer email-signups, their email marketing isn’t as robust or segmented as competitors such as Asos.

Jet2 provides authentic social engagement by embracing online trends like their ‘Nothing beats a Jet2 holiday’ jingle, hosting giveaways, and actively responding to comments. These inbound strategies turn followers into advocates for the organisation. Their website and app feature rich travel guides that offer tips, highlights and inspiration, which is perfect for attracting search traffic. Similarly to Oh Polly, Jet2 ranks highly for keywords that align with their buyer personas’ search behaviour, showing a strong use of SEO. However, their inbound strategy has limitations. Unlike Oh Polly who are proficient in leveraging content creators, Jet2 has not shown consistency in influencer collaborations. Their UK-centric focus restricts international reach compared to global competitors like EasyJet, and their educational content is minimal. Despite these gaps, their approach remains engaging for their core audience.

 Which Organisation was Best at Inbound Marketing and Why

Oh Polly and Jet 2 excel at inbound marketing, each leading in distinct niches. Oh Polly dominates when it comes to their Social Media Strategy which can be seen through the audience they have built of almost 10 million followers. Their consistency of engaging with customers also provides evidence of better social engagement. On the flip side, Jet2 shines in trust-based and value-driven marketing. Their strength lies in content-rich guides and loyalty focused email campaigns. They attract family-oriented travellers with their all-inclusive deals and delight them by simplifying the booking journey. Overall, I think Jet2 has a slight upper hand in its inbound marketing approach. From First click to post-trip, Jet2’s email follow-ups are there for you offering nurturing and useful content and personalised services. While Oh Polly performs well in trend-driven fashion marketing, its reliance on fast-changing aesthetics may limit long-term stability. Jet2’s focus on holidays- a timeless demand- gives it greater resilience. If a brand can’t build lasting marketing strategies, it risks fading out. In this sense, Jet2’s inbound approach feels more sustainable and future-proof.

Examples of How Each Organisation Could Improve its Inbound Marketing

Oh Polly and Jet2 could elevate their inbound marketing by blending educational content with interactive tools that invite natural user engagement. The fashion brand could create stylish and attractive guides based on fashion psychology or even on body-positivity styling tips. Quizzes to ‘Find you signature look’ could personalise the shopping experience further, and curated lists such as ‘Top 10 ‘Out Out’ dresses’ would encourage deeper exploration while subtly guiding purchase behaviour. Meanwhile, Jet 2 could boost appeal with content hubs; they could offer destination-specific packing lists and downloadable itineraries. They could also implement quizzes to ‘Find your dream destination’. By weaving storytelling and personalisation into their platforms, both organisations could improve their inbound marketing approach.

Fig 1. Jet2 (2011) 

Fig 2. Curiously Conscious (2022) - Oh Polly Website