At Ideal Team, each client represents a unique opportunity, just like a chess game where each strategic move is an opportunity to achieve a great result and to checkmate. Today we want to share Casa Candela’s success story, a brand that has been growing significantly hand in hand with our strategic collaboration.
Casa Candela is a bohemian luxury boutique hotel located in the middle of the mountains. Located less than an hour from Medellín city, in western Antioquia, this paradise offers a unique experience of relaxation and exclusivity.
As in a chess game, every move we made in our 360º marketing strategy was carefully planned to achieve success in each of the campaigns we proposed.
- Connecting Casa Candela with its target audience
- Strategy and results
- Close and engaging content
- Successful digital campaigns
- Casa Candela Results
- Research and trends
Connecting Casa Candela with its target audience
Casa Candela is a luxury destination that offers a unique experience to its visitors, with services ranging from exclusive villas to a first class spa. With its growth, Casa Candela needed a strategic move in digital marketing that would effectively connect with its target audience and highlight its unique attractions.
We started by defining the buyer persona, a detailed construct of the ideal customer, based on real data about demographics, behaviors, motivations, and goals. At Casa Candela, we found 3 types of audiences: the inspirational, the optimistic, and the purposeful.
Inspiring: men and women between the ages of 25 and 35 attracted by the idea of exploring their senses and expressing themselves in freedom, they are interested in gastronomy, outdoor activities, spirituality, wellness, and mindfulness.
Optimist: women between 30 and 35 active, passionate about spirituality, wellness, and the pursuit of happiness, active on social networks, follow accounts that promote positivity and connection, and enjoy sports, yoga, and meditation.
Pro-positive: Men and women between the ages of 25 and 35 who are looking for meaningful experiences where connection and innovation are a priority, are interested in experiential travel and are prone to spend on unique experiences.
This was our starting point to move forward with a comprehensive, coherent, and focused marketing plan to create attraction actions that would connect with the heart of the potential audience.
Strategy and results
From the beginning, Ideal Team set out to design a comprehensive strategy for Casa Candela, focusing on creating close and authentic content. Here are some of the most outstanding results of our collaboration in 2023:
Close and engaging content
Love and Friendship
- We created promotional content focused on the couple’s experience, closing 520 massages and 38 romantic plans during the year.
- We captured new clients with the giveaway and more than 5,000 new followers in one week.
Anniversary
- We developed promotional content achieving 100 bookings during the months of October and November.
Successful digital campaigns
Google Ads: We achieved 92,000 clicks, generating significant traffic to Casa Candela’s website in 2023.
Facebook Ads: We obtained 65,000 clicks through segmented campaigns that reached Casa Candela’s ideal audience, in 2023.
Casa Candela Results
- In 2023, Casa Candela reached a total of 3,775 bookings thanks to our digital marketing strategies.
- The launch of the luxury villas garnered more than 466 bookings, demonstrating interest in these exclusive accommodations.
- The inauguration of the spa was an outstanding event, generating more than 180 stories and 21 social media posts by influencers, which significantly increased the spa’s visibility and appeal.
- Today Casa Candela has a user-friendly website, a simple and fast navigation, of which we effectively highlight the integration of booking engines in an efficient manner, which allows us to respond almost immediately.
Research and trends
- Our constant research and adaptation to current trends boosted interest in visiting Casa Candela, positioning it as a desired paradise for many.
- The press management has allowed national and local recognition, with appearances in recognized media such as Cromos Magazine, Telemedellín, El Espectador, and RCN.
- Alliances with brands such as Boamar, Coralina, Medipiel, Loto del Sur, Bodai, and Mombasa allowed us to make Casa Candela visible in great magnitude.
- The application of Influencer Marketing strategy allowed us to reach more than 180 stories and more than 21 posts.
Casa Candela’s story is a clear example of how a well-executed digital marketing strategy can transform a brand. At Ideal Team, we are proud to be part of this journey and to contribute with our talent to help a brand like Casa Candela exceed its own goals.
We are ready to turn your challenges into successes by making a strategic move.
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