2017 Adrian Award Winner
Inspired by the beautiful scenography of Rosewood Mayakoba, we developed a strategy to increase the property’s Instagram aesthetic by showcasing the many shades of blues and greens that are found naturally on and around the property. BCV captured photos, sourced UGC, developed the Instagram aesthetic and strategically executed the campaign.
As Rosewood Mayakoba’s social media partner, our goal was to create a Sense of Place within the Instagram community that drives our audiences to dream of their next vacation or evoke memories of a past visit as one scrolls through the storyline of the Instagram feed. The Rosewood Mayakoba Instagram feed needed to be distinct and uniquely individual to the property, making it visually appealing and emotionally connecting our old and new followers to the property. The objective reached by adjusting the Rosewood Mayakoba Instagram feed is that our audience can now view a visual storybook of senses that the property creates: smell, taste, sound, sight and touch.
The campaign targeted both men and women, ages 30-65. We choose this demographic because Rosewood Mayakoba is a destination for affluent travelers who seek exclusive destinations offering high-quality service and culturally rich surroundings, whose interested may include luxury brands.
Results:
- This program exceeded expectations by developing an actively engaged community of past and potential guests, which resulted in doubling Rosewood Mayakoba’s community size during the campaign timeframe.
- Rosewood Mayakoba came in first place within their brand portfolio for comments on posts, which is the most influential engagement type, since the user has to take the time to write a comment as opposed to just quickly liking a post.
- We measured our business impact by ensuring that community growth and engagement were higher than the industry average and by monitoring engagement on Instagram posts from past and potential guests.
