For the weekend of March 1 through March 3, 2019, Simply Social Media brought ten Instagram Micro-Influencers from northern New Mexico to Sunrise Springs Spa Resort in Santa Fe, New Mexico, for a weekend staycation influencer event.
Objective
Sunrise Springs Spa Resort’s Marketing Goals:
Increase awareness of their resort to northern NM community.
Promote their all-inclusive packages to encourage staycations.
Research
Simply Social Media invited local influencers who had a focus on heathy eating and wellness. These influencers were all located in northern New Mexico, specifically Santa Fe or Albuquerque.
Knew about Sunrise Springs Before this Event
Had Been to Sunrise Springs Before this Event
Had Stayed at Sunrise Springs Before this Event
Out of the ten Instagram influencers brought to Sunrise Springs Spa Resort for this event: one person had not heard of Sunrise Springs before, six people had never been to Sunrise Springs before, and none of the ten people had stayed overnight at Sunrise Springs before.
Approach
This experience was based on Sunrise Springs Spa Resort’s Sunrise Spa Cleanse all-inclusive package. Each Instagram influencer was given a personalized itinerary of experiential activities to attend during their staycation. Examples of these activities included: a sweat lodge session, a class on the cleansing qualities of Ayurvedic herbs, an Ojitos tub soaking experience, a CBD massage therapy treatment, a private session with animal communicator Claudia Mardel, and more!
Executive Chef Rocky Durham prepared a raw vegan menu for our influencers to enjoy during their staycation.
Influencers stayed overnight in Sunrise Springs Spa resort’s luxurious Casitas.
Results
Fifty one Instagram posts, which included 89 photos or videos, were created by 14 unique accounts using the #SeasonalSunrise hashtag. Engagement on these posts consisted of 8,269 likes and 633 comments. The hashtag potentially reached* 78,388 people and made approximately 282,391 impressions** during the time period of March 1 to March 17, 2019.
All attendees created Instagram stories which typically disappear after 24 hours. Currently, 61 Stories remain viewable within saved highlights.
The 89 images and videos posted to Instagram are now available to Sunrise Springs so they may repurpose the user generated content on social media.
