Öz Butik Hotel Social Media Management Project
Table of Contents
Project Snapshot
This case shows what structured social media management Dublin Ireland can look like when strategy leads the work.
Öz Butik Otel needed a social media reset. Their Instagram account was inactive, visually inconsistent, and offered little to convert viewers into bookings.
We stepped in to rebuild their presence with planned content, timely publishing, and performance-backed ad campaigns. The result: a 20x increase in reach, consistent audience engagement, and clear visual identity across platforms.
Client Profile
Öz Butik Otel is a boutique hotel in Mudanya, Turkey, serving families and couples looking for a comfortable local stay. Goals:
- Make the Instagram page active and reliable
- Run ads that bring real engagement
- Build trust and increase booking intent through visual storytelling
Local users searching for accommodation could not find the hotel easily, and when they did, nothing was compelling to convert a visit into a phone call or message.
- The Instagram page had 1,753 followers — but ~65% were inactive or bots.
- Average monthly reach was 731 views.
- There was no visual consistency or brand tone.
- No campaigns had been tested or optimised.
- The client had tried running basic ads with no segmentation or targeting.
- No performance tracking was in place.
- Ad design lacked any strong calls to action.
- Messaging was generic and offered no value to viewers.
Handled in the web project, excluded from this content
Strategic Plan
Social Media Strategy
- Audit of previous account performance
- Content calendar with 30+ assets per month
- Visual system design: fonts, colours, tone of voice
- Story/post/reels planning with platform-specific focus
- WhatsApp-focused CTAs to drive real engagement
Paid Advertising Strategy (For Social)
- Started with micro-budget test campaigns
- Segmented audience targeting: interest + location
- Created 3 separate campaigns, each testing different ad angles
- Tracked message click-through cost, adjusted based on outcomes
Work Delivered
- Managed the hotel’s social media presence across active platforms.
- Aligned profile visuals, bios, and links with brand identity and positioning.
- Structured accounts with long-term consistency in mind to support future growth and visibility.
- Created a content strategy rooted in brand tone, seasonality, and business goals.
- Defined content themes designed to build awareness, trust, and engagement.
- Provided ongoing strategic input shaped by audience behaviour and platform trends.
- Designed and wrote original content tailored to the brand’s look, feel, and audience.
- Developed visual assets optimised for social formats and brand consistency.
- Wrote all captions and callouts with clear brand voice and audience intent in mind.
- Adapted content across formats like posts, stories, reels, and carousels.
- Scheduled and published content based on active engagement windows.
- Maintained consistency while adjusting the calendar based on real-time performance data.
- Posted across platforms with specific targeting goals for each format.
Community Monitoring
- Observed audience behaviour and responded to signals in comments, shares, and DMs.
- Flagged relevant feedback or activity to support client-side responses.
- Maintained a visible and consistent presence that supported trust and professionalism.
- Monitored post and platform performance throughout the campaign.
- Provided structured reporting focused on visibility, reach, and engagement.
- Used insights to refine direction, timing, and content type over time.
- Shared content plans and visuals for review as needed.
- Made revisions promptly based on client feedback.
- Maintained clear communication to keep execution efficient and focused.
- Advised on how social media aligned with wider digital goals.
- Ensured social direction supported other efforts, including website, SEO, and paid campaigns.
Performance Results(Before&After)
Metric | Before Evalon | After Evalon |
Instagram Followers | 1,753 (65% inactive) | 1,854 (100% real) |
Average Monthly Reach | 731 views | 17,038 views |
Avg. Story Reach | ~50 | 800–1,000 |
Instagram Engagement | Near zero | Consistent DMs and taps |
Facebook Activity | Inactive | Weekly posts + reach |
Visual Consistency | None | Full visual system |
Business Impact
17K Monthly Reach
100% Organic Followers
Faster Ad Response
Brand Voice Defined
Weekly Posting Rhythm
Visual Consistency
This wasn’t about flashy content or viral reels. It worked because it was structured. Because there was a plan.Because content followed a clear path and delivered a consistent message to the right people.
It also worked because it was realistic. We didn’t try to manufacture hype; we told the truth about the rooms, the people, and the experience. That earned attention.
If your hotel or local business needs steady visibility, real engagement, and a content system that doesn’t fall apart after 2 weeks this is the level we deliver at. Get in touch to see how your social presence could perform with actual strategy behind it.
Based in Dublin, working with clients locally and beyond.