Explore Charleston
Explore Charleston wanted to capture the character of the Cannonborough-Elliotborough neighborhood, an often overlooked corner of Charleston with a story worth telling
I partnered with Explore Charleston through the College of Charleston, serving as a digital content creator who designed and executed a six-week Instagram campaign capturing the charm of the Cannonborough-Elliotborough neighborhood and expanding its visibility among travelers and weekend visitors.
Explore Charleston unifies and leads the local travel industry by marketing the Charleston area as a premier destination for individuals, groups, and events, serving both domestic and international audiences.
The Journey
Understanding the Audience
Researched the behaviors and motivations of weekend travelers visiting Charleston.
Establishing Goals, Strategy, and Tactics
Clarified the campaign’s goal in collaboration with Explore Charleston to spotlight the Cannonborough-Elliotborough neighborhood and expand its visibility. Set measurable goals including follower growth, reach, and engagement. Outlined a strategy focused on visual storytelling, local partnerships, and neighborhood positioning. Defined tactics such as content cadence, post formats, and community engagement methods.
Brand Identity Development
Created a cohesive brand identity for the campaign including logo design, color palette, typography, and tone of voice to ensure consistency across all content.
Platform and Content Strategy
Identified platform-specific opportunities and mapped content types to each channel with a focus on reels, itineraries, and captions optimized for Instagram engagement.
Content Calendar Development
Built a six-week content calendar outlining publishing cadence and asset coordination across all campaign posts.
Performance Analysis
Monitored key performance metrics throughout the campaign to evaluate what was effective, what underperformed, and how we adapted our approach in response.
Within Six Weeks
30,000+ views generated
11,400+ users reached
24% follower growth
42% increase in story reach
Instagram Reel Caption
What started as a conversation about beer and books between Jenny and her husband, Michael, became @philosophersandfools, a cozy bookstore bar tucked into the intimate corner of 50 Bogard St.
Created by two people who share a love for a glass of wine and a good book, Philosophers and Fools offers a welcoming space to unwind, read, or enjoy a conversation over drinks. They serve small bites and feature weekly curated wine selections paired thoughtfully with books 📖🍷
Looking for a slower, more thoughtful way to spend your weekend in Charleston? Stop by Philosophers and Fools, and discover their latest pairings!