Specific audience insight beats generic brand content. Audience segmentation gives creative a sharp starting point, each channel needs its own job, and a monthly test-and-learn rhythm compounds over time. It's the same operating model behind our Social & Content work.
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5
months
5
channels
1,000+
pieces of content
2
seasonal events
01 · The challenge
A loyal but critical fanbase, mixed sentiment and TikTok barely used.
The resort had a large, loyal enthusiast following that was vocal and often critical. Sentiment was mixed and frequently negative, and much of the content read as advertising to the audience it was meant to excite.
TikTok, where the next generation of visitors spends its time, was under-used. The brief was to test a new, social-first content approach that would widen reach beyond the enthusiasts without alienating them, through peak summer and the autumn events season.
02 · The approach
Audience segmentation
Segments shaped the creative idea, not just the targeting. Content made for the most passionate fans often travelled furthest.
On the ground, every week
Weekly and bi-weekly capture at the park kept content reactive and informative, in close to real time.
A job for each channel
TikTok for growth, Facebook for reach, tone of voice adjusted on X and Instagram.
Monthly test and learn
Each report cut what didn't work and doubled down on what had momentum: nostalgia, accessibility and staff stories.
03 · The outcome
+478%
engagement vs the same period the year before
32.1M
organic impressions
1.5M
engagements
4.7%
engagement rate
61%
of views and engagement from TikTok
14M
event impressions
680K
event engagements
The two autumn events alone brought almost double the engagement of the whole previous year.
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Engagement grew faster than its main UK competitors
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Sentiment shifted from mixed to clearly positive