When we signed up to partner with Sundara Spa in June 2020, their main goals were to grow their Instagram following and bring attention to Sundara as a destination spa.
The V&I Social Team started by defining Sundara’s target audience and establishing a brand voice. Sundara’s target demographic was determined as individuals aged 35-55 looking to relax or pamper themselves. When writing copy and strategizing posts, we crafted mature messaging with a calm and relaxing voice, in order to connect with this demographic.
When it came to choosing imagery, we strategically selected photos of Sundara’s many beautiful spaces, relaxing services, elegant dishes, and individuals indulging in combinations of all three. This was a shift from the many text-heavy graphics and branded content that previously made it difficult for their audience to connect with them – instead tuning out Sundara’s posts as ads.
Below you’ll see the before (left side) and our after (right side) 👇🏼