Work

Guacalito de la Isla

How do you make yourself known and still remain hidden? Guacalito used a targeted Facebook strategy to increase awareness among luxury travelers and guarantee the success of its rental program.

Objective

Guacalito came to Newlink with these specific objectives:

• Increase awareness of the resort among luxury travelers
• Promote and strengthen Guacalito’s Vacation Rental Program

Solution

Newlink developed a social media positioning strategy for Guacalito, using Facebook. To achieve its objectives, the strategy had to successfully integrate all of the following components:

• A strong editorial strategy and engaging content
  We developed an editorial strategy that combined innovative formats – gifs, short videos and carrousel ads – with engaging content to wow future guests.
• A precise segmentation strategy We combined multiple targeting capabilities.
  We used Facebook’s algorithm to identify potential guests that were similar to current guests, and we incorporated a retargeting element to reach the users who had previously visited Guacalito’s website on Facebook. By retargeting between the brand’s different platforms and leveraging Facebook’s segmentation capabilities we made sure that the campaigns were focused on the right people, at scale.
• Insightful analytics
  A monthly analysis of performance metrics allowed us to identify efficiencies and areas of improvement to optimize campaigns more efficiently.
• Location, location, location
  Just like in real estate, location was key. Using a combination of tactics, we reached future guests on their mobiles or their desktops, allowing for a more efficient retargeting strategy across multiple devices.

Transformation

Through Newlink’s Facebook strategy, we introduced Guacalito to thousands of luxury travelers, supporting the discovery of the brand as well as the Vacation Rental Program. We achieved high levels of reach and engagement and gave future guests the opportunity to discover Guacalito and enjoy its beauty.
Key highlights for 2016:

• 2M targeted luxury travelers reached
• 20M targeted impressions generated
• 1.2M engagements generated
• Average of 8% increase in vacation rentals.

Programs and tools used

• Newlink Program: Participation in social platforms
• Brand Awareness campaigns
• Facebook Lead Generations Campaigns
• Sequential Targeting
• Custom Audiences (Website retargeting, database targeting, among others)

About the client

Guacalito de la Isla is Nicaragua’s first five-star residential resort destination, offering luxury real estate, vacation rentals and an award-winning Resort and Spa: 36 apartments, 35 villas, more than 60 lots and 37 hotel accommodations overlooking the deep blue Pacific Ocean in an exuberant natural setting where luxury travelers go to renew and recharge.