Trisan Resident Hotel Digital Marketing Case Study: How DFH Grew Instagram Link Clicks by 333%

The results

Instagram grew across every metric.

Instagram performance for Trisan Resident Hotel.

Link clicks333%

Views225%

Content interactions103%

Followers66%

Messaging conversations63%

Hotel: Trisan Resident Hotel
Location: Kilimani, Nairobi, Kenya
Property type: Boutique hotel, since 1996
Audiences: Safari, business & city diners

The property

Inside Trisan Resident Hotel.

Photos courtesy of Trisan Resident Hotel.

Twisty Tamarind restaurant at Trisan Resident Hotel — Twisty Tamarind restaurant

Deluxe Garden Room at Trisan Resident Hotel — Deluxe Garden Room

Tausi meeting room at Trisan Resident Hotel — Tausi meeting room

01Background

Where it started.

Trisan Resident Hotel is a boutique hotel in Nairobi that has offered home-style hospitality since 1996. It is eco-friendly, with African Zen interiors and local Kenyan art. The Kilimani property has three flexible conference venues and an in-house restaurant, Twisty Tamarind, serving Indian, Continental and Kenyan cuisine. It is in the city centre, 30 minutes from Nairobi’s international airport and a 4-hour drive from Masai Mara National Reserve.

After nearly three decades in hospitality, Trisan had worked with several marketing agencies. It brought its Nairobi hotel digital marketing to Digital for Hotels with three specific goals.

02Objective

What we set out to do.

Attract North American and European safari travellers to choose Trisan for their Masai Mara transit and stay.
Attract business travellers from Ethiopia, Tanzania, Uganda and Kenyan cities outside Nairobi.
Bring nearby Central Business District professionals and city-centre residents to Twisty Tamarind for meals and celebrations.

03Challenge & strategy

The problem, and how we solved it.

The challenges

Three audiences with different needs, and no single message that suited all of them.
The engagement began just before peak safari season, so the strategy had to be in place quickly.

Our strategy

Defined the USPsWe identified what set the hotel, its conference spaces and Twisty Tamarind apart.

Studied the audiencesWe looked at how each audience uses each digital channel, then set content buckets per channel.

Widened the content beyond safariWe created content about things to explore in and around Nairobi and Kenya, not only the Masai Mara.

Differentiated the conference venuesWe positioned the three venues and their services against competing Nairobi options.

Positioned Twisty Tamarind for occasionsWe presented the restaurant as a place for colleagues, family and friends to celebrate.

Ran targeted ad campaignsEach campaign had its own objective, platform, budget, visuals, copy and audience.

Built search visibilityWe defined target keywords, wrote blogs, built backlinks and kept the GBP active with regular posts.

04Conclusion

Where it landed.

Organic and paid messaging conversations both increased. The refreshed content buckets resonated with the target audiences and lifted interactions. Targeted awareness campaigns grew the follower base.

Results are specific to this property and its market, and depend on demand, product, reputation and operations. They are not a guarantee of future performance. We do not guarantee search rankings or bookings.

05Services