Background: Glimmer Tours is a travel agency that specializes in Catholic holy pilgrimage sites in Europe. The target audience were those who were 35+ with income that would be able to cover travel expenses and who are interested in the Catholic faith.

Scope of work: create a social media strategy to target Catholic audiences and those interested in traveling and history - particularly in Europe


Strategy

The Problem: Religious social media may be difficult for some and may not be the most engaging. The current strategy given was to post during major holidays and use text heavy imagery about one site.

The Solution: Find the inner traveler who wanted to go beyond church to find meaning in their faith while enjoying it with others who feel the same!
Content pillars were created to help build branding such as:
- Evergreen content that included relevant bible verses
- Recognizing every Catholic holiday not only major ones (beyond Easter and Christmas)
- Highlight major visiting and sacred sites on tour.

Results:

Engagement per post went over 500%+ by tapping into the audience’s core values and connecting with them. Likes per post before were at 5, and skyrocketed to up to a few hundred after incorporating video content.

Within 6 months there was an increase 2833% growth of followers.