When we took over the campaign management for the iconic Kelburn Castle & Estate, we knew a generic posting schedule wouldn’t cut it. To truly stay ahead of the digital curve, we needed a proactive, data-driven strategy.
By combining on-site content creation shoots with a modernised paid social and email infrastructure, we unlocked incredible momentum. Over an intensive 8-week launch campaign window, the results across Kelburn’s main platforms proved that a strategic digital transformation can completely ignite a brand’s reach.
The On-Site Difference: High-Calibre Content Shoots
The foundation of this growth started on the ground. Our team conducted a dedicated content shoot on-site to capture cinematic, phone-first vertical assets that show off the historic charm and vibrant activities of the estate. By meticulously planning our shoot days in advance with the Kelburn team, we built an authentic visual library. It is precisely this high-quality, thumb-stopping media that drove our top-performing organic posts and high-conversion ads.
The 8-Week Results: Explosive Organic Growth
When you give an audience high-quality content, they interact. Our organic social media strategy didn’t just move the needle; it triggered hyper-viral visibility across the estate’s main channels:
1. Unprecedented Visibility & Engagement
- TikTok Engagement: Skyrocketed by a massive +7,307% in 8 weeks.
- Meta Page Views: Jumps up by an incredible +6,259% in 8 weeks.
- TikTok Views: Increased by +3,964% over the two-month period.
- Meta Engagement: Witnessed a healthy surge of +704%.
2. Steady Community Growth
While the views rolled in, we successfully converted those casual scrollers into a dedicated fanbase:
- TikTok Following: Grew by +24.9% in 8 weeks.
- Instagram Following: Rose steadily by +10.1%.
- Events Facebook: Increased by +7.3%.
- Main Facebook: Grew by +1.5% as our professional presence solidified.
Paid Social: Maximum Efficiency, Low Costs
Organic content builds the community, but our paid media strategy was the engine driving immediate traffic to upcoming estate events. We treated the budget with a Good Egg mentality, maximising ROI while maintaining a low Cost-Per-Click (CPC).
- Massive Ad Reach: Our Meta ad campaigns reached 265,000 views in 8 weeks.
- Direct Actions: The ads delivered 6,400+ direct clicks to the estate’s booking pages.
- Ultra-Efficient CPC: We achieved an average Cost-Per-Click of just £0.13 – far outperforming the standard industry benchmarks.
Email Marketing: Streamlining the Backend
A successful campaign must convert social media buzz into long-term customer relationships. We sat down with the Kelburn team to completely clean, tag, and restructure their email infrastructure, creating a leaner, far more responsive audience.
- Database Explosion: We grew the estate’s subscriber database by 1,083 users in just 8 weeks.
- Smart Automations: We designed and deployed 4 brand-new email automations to nurture leads effortlessly.
- Industry-Defying Open Rates: Our new targeted lists achieved an average 37.6% open rate.
- High-Intent Interaction: The campaigns secured a strong 3.1% click-through rate (CTR) across all automations.
What’s Next for the Estate?
The initial 8-week push has given Kelburn Castle & Estate a powerful foundation for the rest of the year. Our ongoing monthly reporting shows that accounts are sitting perfectly within their optimal target engagement ranges. With the highly anticipated Kelburn Haunted Forest launch already gaining fast traction online and a summer lineup of exclusive influencer stays locked in, the estate is perfectly positioned to turn digital momentum into real-world footfall.
Keep your eyes peeled for more Kelburn updates!
Is Your Brand Ready to Move From Reactive to Proactive?
Whether you manage an expansive historic estate, a hospitality venue, or a growing local brand, a casual approach to social media isn’t enough. You need strategic campaigns, data-driven paid advertising, and bespoke content shoots that turn eyes into revenue.
