How we increased a client’s Instagram followers by 12,000 in just one week!
THE BRIEF
Bliss Sanctuary for Women, a luxury women’s only retreat in Bali, came to us to promote the opening of its third sanctuary, secure celebrity and press trips and increase its social media followers.
THE CHALLENGE
Having worked with the team at Bliss before, the challenge was to create a buzz and increase bookings around the new venue in Ubud through an integrated PR and social media campaign.
We needed to secure well-known celebrities and national journalists for press trips in order to achieve national press coverage and increase social media followers by 10,000.
THE SOLUTION
The Sunny Bird PR team used Bliss Sanctuary’s USPs, such as unlimited food, spa treatments and yoga, and the brand’s ethos of following ‘bliss on your terms’ to attract both media and celebrity attention.
We approached luxury titles, national newspapers, women’s titles, spa and yoga titles, tailoring each pitch to resonate with the publication and its readers, whether it was the luxury angle, solo travel, women’s only travel or the focus on wellbeing. We invited journalists to come and stay at Bliss and review the new sanctuary themselves in exchange for press coverage.
The team also researched and targeted celebrities to invite to Bliss in exchange for media interviews, photoshoots and exposure on their social media channels. We researched potential celebrities and the press angles, focussing on those that needed to take time out for themselves, spend time with the girls and focus on their mind, body and soul.
We only targeted celebrities with over 1 million followers on Instagram and negotiated the terms and conditions of their trips to maximise social media and press coverage.
As a result of this strategy we secured TOWIE stars Lydia Bright, Debbie Bright and Georgia Bright to take a mother-daughter trip to Bliss, as well as Love Island stars Zara McDermott, Ellie Brown and Samira Mighty for a ‘Love Island reunion girls’ trip’.
THE OUTCOME
These celebrity trips alone resulted in 21 pieces of coverage and saw Bliss’ Instagram followers increase by 12,000 in just one week! This also resulted in other celebrities getting in touch for potential collaborations. It put Bliss on the map as a ‘celeb haven’ for luxury women’s travel.
Over 7 months of working with journalists and celebrities we have achieved 35 pieces of coverage for Bliss Sanctuary for Women including articles in the Mail Online, The Independent, The Telegraph, Woman & Home Feel Good You, Soul & Spirit and OK! magazine. This has reached almost 25 million people and has an advertising equivalent of £1.1million!
As a result of our PR and Social Media campaign, Bliss Sanctuary for Women’s new Ubud retreat sold out for bookings for the year!