Client
Old No. 77 Hotel (New Orleans, LA)

Role
Content Producer & Strategist

Year
Q3 - Q4 2019 

Old No. 77 is a historic yet trendy hotel located in the arts district in New Orleans. It’s a beautiful property with strong local ties, however, the competition is stiff with multiple boutique hotels and Airbnbs nearby. Upon taking over the social media accounts in July 2019, my goal was to build brand authority for Old No. 77 as the go-to destination for millennials looking to experience New Orleans like a local. Considering Instagram’s recent announcement of the deprioritization of likes, I created an A/B test content strategy that encouraged saves and shares to increase engagement and impressions.

The Strategy

• Collaborated with the General Manager of the property to gather local New Orleans travel tips

• A/B tested “beyond Bourbon Street” travel content to gauge audience interest and awareness

• A/B tested microblog captions that encouraged saves and shares

• Translate successful content into an integrated digital campaign across site, CRM, and paid

The Results

The "Beyond Bourbon Street” content immediately became the top performing posts of the year. Using this information to inform the next A/B test, the microblog captions dramatically increased the engagement rate for shares. My content strategy also developed a further understanding of our audience— an older millennial who is less interested in late nights spent partying and is passionate about discovering off-the-beaten-path travel activities. Utilizing these insights, I then wrote “Beyond Bourbon Street” blog posts to increase SEO on the Old No. 77 website as well as a CRM campaign that resulted in sold out accomodations for Carnival season.

July 1st - December 31st

• Impressions: 601k, +108%

• Followers: 7.1k, +15%

• Engagement - Saves: +251.49%

• Engagement - Comments: +14.98%