Photoshoots with flying dresses | SMM Promotion / US

SantoriniDress specializes in organizing photoshoots with long-train «flying» dresses. The company pioneered this concept in Santorini, Greece, in 2016 and holds an officially registered trademark for «SantoriniDress».

 

Services: The core services include photoshoots, dress rentals, photoshoot organization, and post-production. The brand emphasizes its high-quality, original concept and a comprehensive process where dedicated specialists handle each stage, from dress preparation to photo retouching.

 

Geography: The company operates in Greece (Santorini), Mexico (Tulum, Cancun), Italy (Tuscany), and the UAE (Dubai), with plans to expand to the Maldives, Turkey, and the USA.

 

Social Media Platforms: The promotional activities were conducted on Instagram, Facebook, TikTok, and YouTube.

2. Promotion Goals

The primary objectives set before the agency were:

• To «revive» the Instagram account and restore previous audience reach metrics.
• To increase follower growth across communities.
• To boost audience engagement (likes, comments, shares).
• To increase reach and traffic within the social media communities.
• To drive traffic to the company’s website.
• To develop the TikTok account.
• To promote photoshoots in Santorini and the new Maldives location.

 

3. Target Audience and Personas

Two key audience segments were identified for content and targeting strategies.

Primary Audience: Women (25-45 years old)

• Demographics: Reside in the USA and Europe with above-average to high income. Age range is broad, from 15 to 60, but the core persona is 25-45.
• Pain Points & Goals: They seek beautiful, unique photos in impressive locations. The photoshoot is often a gift or a special experience for an engagement, birthday, bachelorette party, or honeymoon. The ultimate goal is to decorate their home with photos, create lasting memories of a great trip, or impress their social media followers.
• Behavior & Interests: They are active on Instagram and enjoy travel, dining out, parties, and cruises. Their decision-making is emotional and heavily influenced by fashion bloggers, celebrities, friends, and travel bloggers. They value high-quality visuals and client reviews.

Secondary Audience: Men (25-60 years old)

• Demographics: Reside in the USA and Europe with above-average to high income. They are typically in a relationship or married.
• Pain Points & Goals: Their primary motivation is to organize a surprise or a gift for their partner for a significant event like a proposal, wedding, honeymoon, or birthday.
• Behavior & Interests: This segment has a more analytical mindset. They rely on client testimonials and the team’s professionalism when making a decision. They value clear communication with managers and a user-friendly website. Their influences include friends and well-known personalities on social media.

 

4. Content Rubric and Publication Strategy

A structured content plan was developed to organize publications and simplify navigation for users. The strategy involved posting 5-6 unique posts per week on Instagram, with the timing adjusted to maximize audience activity.

Content Rubrics:

• #SANTORINIDRESS_BACKSTAGE: Behind-the-scenes photos and videos from photoshoots, including funny moments and live interactions.
• #SANTORINIDRESS_EXPECTATION_REALITY: Entertaining content showing a polished final shot next to a humorous or staged «imperfect» one.
• #SANTORINIDRESS_LOCATIONS: Posts showcasing the various stunning locations where photoshoots take place.
• #SANTORINIDRESS_TIPS: Expert advice on topics like posing for photos or choosing a dress.
• #SANTORINIDRESS_PRICES: Informational content detailing available services and their prices.
• #SANTORINIDRESS_REVIEWS: Posts featuring client testimonials to build trust.
• #SANTORINIDRESS_GIFTS: Announcements for contests and giveaways, such as discounts or a free photoshoot.

Hashtag Strategy: A multi-level hashtag system was used. Each post included:

1. The main brand hashtag: #SANTORINIDRESS.
2. A rubric-specific hashtag (e.g., #santorinidressbackstage).
3. General, high-traffic hashtags related to the service (e.g., #flyingdressphotoshoot, #santoriniphotographer).

 

5. Visual Design of Accounts

To create a cohesive and professional brand presence, a unified visual style was developed.

• Color Palette: The preferred color scheme was primarily white, with black and red accents, and potentially grey.
• Style: A minimalist aesthetic was chosen to align with the website’s design.
• Implementation: New designs were created for avatars, post templates for each content rubric, Facebook cover photos, and updated Instagram Highlights covers. The account descriptions on all platforms were also updated to be informative and engaging.

 

6. Results and Metrics (August 2022 — February 2023)

The following metrics summarize the performance across all managed social media platforms over the reported period.

Reach & Engagement (Aggregated data from available monthly reports):

• Instagram:
  • Post Reach: The platform showed significant reach, with individual posts reaching between 4,025 and 65,491 users.
  • Stories Average Reach: Total Story reach in one month (22 Sep — 22 Oct) was 68,199.
• Facebook:
  • Post Reach: Total organic and paid reach for some posts was substantial, reaching up to 22,187 users for a single post.
  • Stories Average Reach: Total Story reach in one month (22 Sep — 22 Oct) was 25,436.
• TikTok:
  • Video Views: Total views between Sep 2022 and Feb 2023 exceeded 24,000. 
• YouTube:
  • Video Views: From its launch in Sep 2022 to Feb 2023, the channel accumulated over 82,000 views. Several reaching 5,121, 6,530, and 9,376 views respectively.
  • Watch Time: Total watch time reached 84.9 hours in the month of January 2023 alone.