Zoe Communications
The family-owned Skinos Estate consists of two ultra-exclusive properties (£25,000 per week, per villa) nestled on the Corfu shoreline.
Brief
To reach and convert wealthy holiday goers who are actively searching social media platforms like Instagram to help them find their next piece of paradise. This would help the Estate receive direct booking reducing the commission they could otherwise pay to agents.
Services
+ Social Media Management
+ Website Design
Approach
We created a Social Strategy that focused all efforts on the result; selling occupancy in each villa. Starting with a competitor analysis we noticed that most of the competition only had a presence on social media through agents like Mr & Mrs Smith and were not taking advantage of this direct way to market. The exercise also helped us see that detail and lifestyle was missing on a lot of the agents' sites which had standard holiday accommodation photos even for the most luxury properties.
With the help of our competitor analysis and other data we began to work on buyer personas to ensure we had the right evocative content for Skinios Estate. Once confident in our buyer personas we created a film and photography brief, going on to curate the best imagery that would POP OUT in even the most stunning Instagram feeds!
Once we had this together we were ready to target accounts organically through well-thought-out tagging tactics and again utilising our buyer personas to deploy some budget on getting social users to make enquiries.
