Challenges
When we took over Gran Meliá Jakarta's social media in October 2024, the account faced two major challenges: a limited library of fresh content and a lack of new visual material. The existing content needed a modern update to better reflect the property's luxury positioning and attract a more engaged audience.
Approach
-
Visual Refresh - Introduced a sleek, contemporary aesthetic that elevated the feed while staying true to the brand's premium identity.
-
Content Maximisation - Repurposed existing assets creatively, supplemented with targeted shoots to maintain variety despite limited resources.
-
Organic + Paid Strategy - Balanced high-quality organic posts with strategic paid advertising to expand reach and attract new followers.
-
Engagement-Driven Copy - Crafted captions that resonated with the target audience, driving interaction and reinforcing brand personality.
Results
Average Monthly Growth
+316 followers/month
Engagement Rate
Average ER 2,1%
Period
October 2024 - Now
Current Followers
18,760 Followers
