Luray Caverns
BACKGROUND
Global pandemic. Zero visitation. We needed a new way to share the wonders of Luray Caverns. Built upon their long-standing brand, What Will You Discover?, we developed an organic content series featuring cave formation photos on Facebook and asking followers to comment on what they see (akin to finding shapes in clouds). The top 2 answers are then utilized in a poll within Facebook and Instagram Stories for followers to vote on. This organic social media content series was developed specifically to grow their Instagram audience and increase engagement across both Facebook and Instagram.
CONSUMER BELIEF
COVID cabin fever is boring me to tears. I need new ways to engage my mind.
BELIEF INTERSECTION
While you can’t visit Luray Caverns now, you can still discover new wonders with your imagination.
RESULTS
From January 2021, Luray has tracked their organic social media stats on both Facebook and Instagram. The What Do You See? series has become their most popular and engaging social content series, and the numbers have continued to increase month-over-month, far exceeding their expectations.
