ILLUMINATED ESCAPES
SOCIAL MEDIA CONTENT + BRANDING
Client: Illuminated Escapes
Illuminated Escapes is Canada's first immersive kayaking experience, specializing in transparent hybrid kayak-canoes equipped with LED lights and Bluetooth speakers.
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01—— Project Details
The aim was to rebuild Illuminated Escapes' brand image, create engaging and creative reels to boost customer engagement, convert new fans into customers, and increase brand awareness.
02 —— Social Media Strategy
The social media strategy for the LED kayaking experience centered around visually engaging platforms such as Instagram, TikTok, and Little Red Book, designed to highlight the adventure’s unique and immersive nature. The content strategy included a mix of behind-the-scenes footage, breathtaking nightscapes, stunning sunsets, and user-generated reels to create an authentic connection with the audience.
Seasonal promotions added timely relevance, while partnerships with influencers and local events helped to expand reach and engagement. Consistent posting, 4-5 times a week, was timed to maximize visibility in the early evenings and weekends, targeting adventure seekers, groups of friends or couples. Geo-targeted ads further amplified the campaign, highlighting special events and promotions. Regular analysis of performance metrics ensured continuous optimization, driving greater reach, customer engagement, and conversions.
04 —— Little Red Book (Xiaohongshu)
I assisted Illuminated Escapes in building a presence on Little Red Book, often described as the 'Chinese Instagram.' This platform is widely used for browsing, discovering, and purchasing products.
Through strategic posting and marketing, the company successfully expanded its reach within the Chinese community, significantly increasing brand awareness and engagement.
MY ROLES
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Visual Creator
Designed eye-catching posters, flyers, and Instagram graphics to support marketing campaigns.
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Video Editor
Edited engaging reels and stories for Instagram, Little Red Book, and TikTok to boost visual appeal and audience engagement.
- Coordinator
Managed the posting schedule and ensured timely delivery of content on Instagram, Little Red Book, and TikTok.
Create and maintain a detailed social media content calendar to track deadlines and streamline the content creation process.
Monitor the performance of social media posts and provide insights to the team for continuous improvement.
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Copywriter
Crafted compelling copy for reels and social media posts, ensuring consistency with the brand’s tone and messaging.
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WHAT I LEARNED
In this role, I developed strong time and project management skills by utilizing tools like to-do lists and checklists. I also honed a range of abilities, including creativity, data analysis, copywriting, photography, and video editing, and gained in-depth knowledge of social media platforms.
Engaging directly with followers and handling their comments and messages taught me how to build stronger client relationships and provide responsive, personalized support.