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Helping travel companies with day-to-day social

Brief, April 2013: To take content from the seven luxury safari lodges in Africa owned by Singita and run its Facebook and Twitter channels while launching an Instagram channel (attracting 10,000 followers within a year).

For nearly two years between 2013-2015, we ran these accounts while regularly liaising with the group’s marketing and PR departments with advice on strategy and promotion.

Being a safari company, the guides were producing a fantastic range of photographs which we heavily promoted. We liaised with them individually to ensure a balance between posting on their own social channels and creating original content for Singita.

We also undertook to respond to trade partners and high profile guests, including sportsmen Kevin Pietersen and Gary Player, who were posting to, or mentioning, Singita. We monitored all mentions and reposted content on a daily basis.

We also ran social campaigns, including the takeover of Conde Nast’s Instagram channel; a live Twitter chat with Singita’s CEO and a Facebook hashtag challenge #singitastories. And we were available as a sounding-board for the group’s PR and marketing agencies worldwide.

Our last monthly report, for March 2015, showed that we had doubled the number of followers across the three channels to 30,000 over the previous 12 months. The engagement rate was more than 50%, a remarkable figure in an industry where single-digit rates are the norm.

“I have simply loved working with you and can hardly bear not being able to email you every day. Thank you for bringing us to this terrific point where we are at now – let’s see how we do on our own. I certainly know that we will never report as well as you do! – Janalyn Froese, marketing manager, Singita