Two Meliá Hotels & Resorts properties approached NM+U to help with the primary goals of growing their fanbases and then creating a thoroughly engaged audiences, which can then be utilized for retargeting purposes.
Meliá Hotels:
Nassau Beach, Bahamas
Braco Village, Jamaica
Social Media Audience Growth + Engagement Marketing
Nassau Bahamas Challenge
Meliá Nassau Beach had an existing audience of around 3k followers and was having trouble getting beyond. While the budget was minimal (fitting of a single resort property) we were tasked with blowing every benchmark out of the water.
Nassau Resort Results
SOCIAL FANS (FB+IG)
Total First Year Change
+84k Fans
REACH
Monthly Average
710,000
Users
ENGAGEMENTS
Monthly Average
22,000
ENGAGEMENT RATE
Monthly Average
11.2%
vs. Industry average of .94%
Braco Village Challenge
Meliá Braco Village was a new hotel and was starting from nothing. Just like it’s sister property, although the budget was minimal we were tasked with creating nothing less than miraculous results.
Nassau Resort Results
SOCIAL FANS (FB+IG)
Total First Year Change
+72k Fans
REACH
Monthly Average
408,000
Users
ENGAGEMENTS
Monthly Average
9,000
ENGAGEMENT RATE
Monthly Average
12%
vs. Industry average of .94%
How We Did It
Facebook + Instagram Content, Boosting and Advertising
NM+U’s fan growth + engagement flywheel philosophy was perfect fit for these two properties. Within the first year, the fan counts were over 80k and 50k respectively. But the true key to retaining these new fans was providing quality, captivating content that kept new users coming in, and existing fans attentive and engaged. Touting an average engagement rate of around 12% each, there’s no doubt that those who come to engage, are coming to stay.