CHANGING PERCEPTIONS IN ALL-INCLUSIVE TRAVEL
In August 2021 we were approached to join a 5 way pitch for the Global Content and Social Consultancy retainer for Sandals and it’s family of brands. We were appointed and began work in October last year.
THE CHALLENGE
Our challenge was to transform the brand perception and allow Sandals to resonate with younger generations as they’re competing with newer brands emerging on the all-inclusive luxury market, without alienating their core fans.
THE SOLUTION
We came in to bring a total strategic reset across 360° social with a focus on the social shop window. We built an insight-led editorial program and created a content approach that would engage millennial audiences, while maintaining an emphasis on Sandals unique heritage story.
After an in-depth analysis of the travel landscape, we defined a strategy focused on evolving the visual identity and tonal principles for each of their destinations. As part of this fresh content approach, we introduced personalised experiences, influencer activity and culture-informed insights. Our editorial program was rolled out on our core social media platforms (Instagram, Facebook, Twitter, Pinterest & TikTok), using social throughout the funnel – from awareness to consideration.
THE IMPACT
Our approach was hugely successful in driving awareness and engagement, over-performing on every KPI that we had set. Across our core social media platforms, we published 800+ social posts that have generated:
-
223% INCREASED ENGAGEMENTS ON INSTAGRAM - A GREAT INDICATOR THAT OUR NEWLY DEVELOPED EDITORIAL STRATEGY IS SUCCEEDING
-
52% OF MONTHLY INCOME COMES VIA SOCIAL CHANNELS
-
45% INCREASE IN MILLENNIAL AUDIENCE
-
243M IMPRESSIONS - 97% ABOVE TARGET
-
758K LINK CLICKS - 100% ABOVE TARGET