CASE STUDY
+45% engagement growth
Independent Collection Hotels & Resorts
How compelling content, social storytelling, and a collaborative approach turned Independent Collection Hotels & Resorts from an unknown new portfolio into millions of annual impressions.
Independent Collection Hotels & Resorts was a brand new portfolio to the US market in 2021, bringing several luxury hotels and resorts across the country under one soft brand name (many of which we already worked with).
Because it was new, they needed to build awareness of what the Independent Collection was. The idea was that, if a guest loved one of the hotels or resorts in the portfolio, there was now a whole range that they will also like.
The challenge
In the mix
Organic Social Media
Paid Social Media
The strategy
We launched new social accounts for Independent Collection, focusing on building followers and raising awareness.
The results
Over the past five years, the brand has grown into an established hotel and resort portfolio with a strong social following, driving the awareness they sought after.
Our efforts also saw the individual property accounts we managed also gain an increase in reach and engagements thanks to the additional content and leveraging of Instagram collaborations.
Every year the audience has increased in-line with the brand KPIs, with strong performance across metrics.
285%
FOLLOWERS
45%
ENGAGEMENTS
19.3%
VIDEO VIEWS
Leveraging collaborations
Once Instagram introduced the collaboration feature, we immediately began adding @stayindependentcollection as a collaborator on the best content produced for its hotels and resorts that we also managed. This not only helped raise awareness for the portfolio, but extended the posts’ reach for increased performance.
We also did this in reverse—whenever we shared a post about a property from Independent Collection, that hotel or resort were added as a collaborator (as well as any F&B outlets, where relevant).
WHEN THE RIGHT STORY CONNECTS