Meliá Caribbean Resorts: Social Media Growth Campaign
Introduction
Two Meliá Hotels & Resorts properties turned to NM+U for social media marketing support, aiming to grow their Instagram and Facebook audiences and turn passive followers into engaged communities. The ultimate goal: create an owned audience that could be nurtured and eventually retargeted through ongoing digital campaigns.
Nassau Beach Challenge
Meliá Nassau Beach had an existing social media following of just 3,000 users and struggled to gain traction. With a modest budget typical of a single property, NM+U was tasked with surpassing performance benchmarks and delivering outsized growth through smart, strategic execution.
Braco Village Challenge
Meliá Braco Village, a new resort property, was starting from zero. Like its sister property, it had limited resources, but expectations were high. NM+U was challenged to generate rapid brand awareness, grow a loyal audience, and produce engagement metrics well above industry standards.
Nassau Beach Results
Total first year increase in social fans on Meta (Facebook + Instagram):
USERS REACHED
(monthly average)
ENGAGEMENTS
(monthly average)
ENGAGEMENT RATE
(monthly average)
Industry avg .94%
Braco Village Results
Total first year increase in social fans on Meta (Facebook + Instagram):
USERS REACHED
(monthly average)
ENGAGEMENTS
(monthly average)
ENGAGEMENT RATE
(monthly average)
Industry avg .94%
How We Did It
Facebook + Instagram Content, Boosting and Advertising
By implementing a social media growth campaign built on a balance of paid Instagram content promotion, organic storytelling, and targeted Facebook advertising, NM+U deployed its proven fan growth + engagement flywheel strategy.
In under a year:
-
Meliá Nassau Beach grew to 80K fans
-
Meliá Braco Village built a following of 70K fans
Average engagement rates exceeded 12%, with fans consistently interacting with the content. This level of engagement proved that high-quality, relevant content—combined with smart social media advertising—creates communities that don’t just grow, but stick around.
