Increased engagement by over 100% for the UK's largest holiday home operator

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Brief:

  • Revive positive sentiment

  • Revise the current social strategy to hit impression and engagement target after being below target for three months

  • Assist the team with project management and strategy whilst they navigate key role changes

Parkdean Resorts

  • Increase in impressions and engagements on all platforms, including >130% increase in Instagram engagement

  • Exceeded targets for the first time in 3 months

  • Became an ingrained part of the team to boost teamwork and productivity

The Challenge

Parkdean Resorts felt they had hit a standstill with their organic social media growth as they hadn't hit targets within three months. My objective was to evaluate how they could increase their growth again and drive positive sentiment ahead of their peak summer season


The Solution

From conducting an in-depth social media audit, I was able to identify key areas that were creating audience growth barriers, and provide a SMART analysis of where they needed to focus their attention to combat their stagnant growth.

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A key step in our solution was re-establishing where organic social media sits within the marketing funnel for Parkdean Resorts, and observing how our different audience groups interact on each platform.

 

The observation led to us redefining the style, tone of voice and output of the brand on social media to reach our different audience groups and drive positive sentiment, which drove an increase in impressions and engagements across all platforms, including an over 130% increase in engagement on Instagram.

 

My work led to them having a clear strategy across their socials, as well as kick-starting the success of their growing TikTok account, which has reached over 240,000 likes.