The ResortPass Organic Playbook:
One Year of Strategic Social Growth
When I joined ResortPass in May 2024, the brand had 268K followers on Instagram, but engagement was low (20–50 likes per post), and content wasn’t driving meaningful business results. While the company was investing in paid ads, organic social lacked a performance-driven strategy, especially during off-season periods.
Over the next 12 months, I built a high-impact organic engine — transforming social from a passive inspiration feed into a consistent driver of clicks, conversions, and community growth. My strategy adapted with seasonal trends and business goals, from off-peak storytelling in fall to conversion-focused campaigns during summer's peak.
Growth Overview
I developed a culture-first content strategy rooted in visual storytelling, performance experimentation, and consistent community interaction. Each month, the playbook evolved based on platform insights, seasonal shifts, and real-time trends.
Strategic highlights included:
Repositioning organic content to drive action (vs. just reach), starting in February 2025 with a LikeShop CTR strategy that reached up to 35%
Layering in trend-based memes, UGC, and emotional storytelling content (e.g. "Pool Hair" clips, nostalgic POVs)
Testing and iterating content formats — including mini-vlogs, influencer reposts, carousels, and short-form Reels with strategic hooks and CTAs
Aligning with key growth periods: Summer Wednesdays, Memorial Day, Mother’s Day, and wellness/self-care moments in off-peak months
THE Strategy
I led all organic content execution across Instagram and TikTok, including:
Creating a bi-weekly content calendar built on a mix of brand campaigns, reactive content, and evergreen posts
Directing shoot briefs and overseeing production — including team trips to partner properties for content capture
Writing all copy, editing Reels, testing CTAs, and optimizing visual hierarchy for maximum engagement and conversion
Launching and scaling our LikeShop traffic strategy in Q1 2025 — increasing clicks by thousands within weeks
Collaborating with influencers, product marketing, and lifecycle to ensure cohesive cross-channel storytelling
Weekly performance tracking and monthly optimizations were presented to leadership, helping align org-wide messaging with audience insights.
THE EXECUTION
This wasn’t just about growth — it was about building a brand people actually wanted to follow. By combining cultural relevance, emotional storytelling, and real-time interaction, we turned ResortPass into a community, not just a feed.
From Content to Connection
Key Metrics (May 2024 – May 2025)
- +147K Instagram followers (268K → 415K)
- +206% YoY increase in engagements (620K+ total)
- 96K+ LikeShop clicks with up to 35% CTR
- 44% YoY increase in conversions from organic
- 19% YoY increase in website traffic
- Top-performing Reel: 3.1M+ views, 370K+ interactions
- Multiple Reels: 500K+ views, 25K+ engagements
- Summer Wednesday Giveaway: 106K impressions, 17.3K engagements, 5K+ followers
- 400K Giveaway: Outperformed all prior campaigns in entries, shares, and week-over-week growth (10K+ new followers in 7 days)
Results
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