Holiday Feelings
Solmar Villas
80% Increase in reach
136% increase in engagements
The Challenge
To build consumer awareness of Solmar Villas, helping to establish it as a household name.
Our brief was to maximise the brand’s social media presence, improving reach and engagement among its core 35+ audience across Facebook, Instagram, TikTok and YouTube Shorts.
The Idea
Our research showed that although the brand had taken steps to grow its social presence, the content was delivering lower than expected reach and engagement across the board.
We identified a lack of differentiation from other villa operators, with content relying on beautiful images of villas and largely functional messaging.
So, we introduced more emotionally focused content pillars to drive relatability and engagement – playing on the ‘feelings’ associated with holidays, rather than just selling the product.
To drive discoverability, we tailored content to the channel, maximising in-app text, keywords and audio, and featured people representative of the core target audience to increase relevance.
The Results
Within just one month of our new content strategy going live, we increased:
- reach by 80%
- video views by 68%
- engagements by 136%
- profile visits by 140%
Most importantly, we notably shifted the dial on audience demographics: 80% of TikTok audience reach was 35–44-year-olds, a 44.3pp shift from the previous month when the majority audience was 25-34.