Paradise Coast x Micro/Macro Creators
The Paradise Coast, encompassing Naples, Marco Island and the Everglades, epitomizes elevated vacation experiences. With its pristine beaches, upscale downtown area, and award-winning hotels, the destination offers a unique blend of luxury and natural beauty.
Through strategically placed micro and macro creator partnerships, the Paradise Coast effectively emphasized its key attractions while amplifying the authentic voices of visitors. This approach enriches the destination's narrative and establishes a profound connection with a diverse audience that can be utilized to drive interest and for continued retargeting—the campaign aimed at promoting awareness and engagement around the brand on social media.
How did I make an impact?
Role: Senior Content Strategist, Senior Social Strategist, Influencer Strategiest
I led influencer initiatives by fostering seamless collaboration across account, media, and client teams. This involved crafting robust strategies, negotiating contracts, managing partner visits, and closely tracking performance for optimal outcomes. Additionally, I drove the paid social strategy, strategically guiding traffic to curated web pages to boost engagement and conversions effectively.
The Project
Macro Influencers-General Travel
By leveraging the expertise of two influential creators deeply immersed in travel, food, dining, and wellness, we strategically expanded our audience base. Their substantial followings enabled us to spotlight a diverse array of interests, with content centered around providing users with comprehensive destination insights.
Across platforms such as Instagram and TikTok, our content strategy focused on blending inspiration with informative narratives. These creators authentically engaged users through compelling storytelling, significantly amplifying our brand's presence and cultivating genuine connections. Our goal was to extend our reach and effectively retarget their engaged audience for future campaigns.
Macro Influencers-Spanish Speaking
Our partnership with a creator specializing in travel for drive markets and Spanish-speaking users was both intentional and impactful. Known for highlighting travel in a luxurious tone, they seamlessly aligned with our destination. Their focus on date night experiences resonated deeply with couples, inspiring exploration of our locale.
This collaboration achieved dual objectives. Firstly, by targeting Spanish-speaking users, we deepened engagement with our existing audience while extending our reach within this demographic, laying a foundation for future campaigns. Secondly, the content's versatility was evident across both paid and organic channels, effectively boosting our brand visibility and nurturing authentic connections.
Micro Influencers-Localized Demo
Our collaboration with two micro-influencers from critical drive markets was meticulously designed. We leveraged their audience affinities, demographics, and interests to curate content tailored specifically for families and couples. By focusing on specific areas of our destination that resonated deeply with their followers, we fostered authentic connections.
The impact was profound; not only did their organic content shine, but one particular piece surpassed all other influencer content in the paid realm, underscoring the effectiveness of our strategic partnership.
Results
The Paradise Coast Influencer Collaborations delivered exceptional results:
Achieved millions of impressions, surpassing our goal by 40%.
Generated a remarkable amount of engagement, exceeding our goal by 20% and maintaining a 30% average.
Our online community thrived, with a substantial 35% increase in new followers.
In paid social campaigns, creator content achieved an outstanding average Click-Through Rate (CTR). Notably, creator-driven content outperformed brand-owned content by an average of 14%, with micro-influencer content leading the way.
This dynamic approach, integrating both macro and micro-influencers, allowed us to tailor messages to diverse target audiences: general travel enthusiasts, local visitors, families, couples, and Spanish-speaking users.
Overall, this strategic initiative not only enhanced our brand's owned presence but also fueled sustained growth, marking a significant milestone in our marketing endeavors.