Please note: At the time of these events, this resort was called Sunrise Springs Spa Resort and has since been renamed Ojo Santa Fe Spa Resort.
Objective
Sunrise Springs Spa Resort marketing goals:
Bring awareness of Sunrise Springs Spa Resort specifically to residents of northern New Mexico.
Promote the “staycation” concept to locals, specifically highlighting the spa, experiential classes, Blue Heron Restaurant, and the Moon House Lounge.
Increase Sunrise Springs Spa Resort’s social media following.
Research
Simply Social Media invited local and national micro-influencers who had a a variety of focusses including, but not limited to, health and wellness.
Knew about Sunrise Springs Before Their Event
Had Been to Sunrise Springs Before Their Event
Had Stayed at Sunrise Springs Before Their Event
Out of the 57 instagram influencers brought to Sunrise Springs Spa Resort for these events, 9 influencers had not heard of Sunrise Springs Spa Resort before, 30 influencers had never been to Sunrise Springs Spa Resort before, and 46 influencers had never stayed overnight at Sunrise Springs Spa Resort before.
Approach
Sunrise Springs Spa Resort hosted five (5) InstaMeet multi-night staycation packages, during which time participants had access to a variety of experiential classes that aligned with the different package offerings, along with time to explore and photograph the property. Each event included a welcome reception, soak, experiences, shared and individual meals along with overnight accommodations for two nights.
Simply Social Media curated the groups according to niche and invited a total of 57 micro-influencers, both local and national, to Sunrise Springs Spa Resort to experience their all-inclusive multi-night packages over the course of five weekends. Participants were contracted to publish a series of images and stories to their Instagram accounts as part of the event that included FTC disclosure and branded content partnerships.
Here are some examples of the engagement the micro-influencers’ Instagram posts were receiving.
These are screenshots of actual comment threads on Instagram.
Results
Three hundred sixteen (316) Instagram posts, which often included multiple photos, were published by fifty nine (59) unique accounts using the #SeasonalSunrise hashtag. Engagement on these posts consisted of 39,948 likes and 3,723 comments. The hashtag potentially reached* 347,063 people and made approximately 1,066,450 impressions** during the combined two week time periods after each event.
*Reach is the number of individual people who potentially saw that hashtag
** Impressions are the number of times those people saw that hashtag
Read More
Read what Roxana from Illuminated Perfume said in her blog post about her experience at one of these events.
Julia Jornsay-Silverberg shared her experience at Sunrise Springs Spa Resort on her YouTube Vlog.
Tiffani Clements shared her experience at Sunrise Springs Spa Resort in her Blog “Hello Luvs.”
