example work & case study.
Casa Kandamy
Movement Coliving Space | Tobia, Colombia
Casa Kandamy is a coliving space in Colombia for digital nomads and slow travelers that seeks to foster community centered around movement, wellness, and connection to nature.
My work with Casa Kandamy began as a one time content creation agreement, collaborating with my travel page and delivering UGC. Because of the satisfaction of my creative content, the founder soon hired me for a long term contract. This began as social media management and soon grew into leading and managing all of Casa Kandamy’s digital marketing strategies.
As a brand new start-up business with a very unique concept and many hurdles to overcome, the business needed a robust marketing game plan in order to successfully bring clients in the door with consistency.
Leveraging my knowledge and expertise in the marketing and travel space, I was able to work with Casa Kandamy in many capacities to successfully transform their digital presence, fully book out their space, exceed their customer goals and establish them as a recognized name in the global co-living community.
See how I accomplished this below, by viewing examples of my creative work and a case report of my strategies.
challenges and objectives.
No defined digital marketing strategy in place, unclear customer systems, and messy branding.
- Develop a clear, cohesive digital marketing strategy that includes customer systems from awareness to booking.
- Establish consistent branding across all platforms that reflects Casa Kandamy’s unique values and offerings.
Starting from scratch without recognition or reach.
- Develop a clear, cohesive digital marketing strategy that includes customer systems from awareness to booking.
- Establish consistent branding across all platforms that reflects Casa Kandamy’s unique values and offerings.
Located in remote, unknown area of Colombia that attracts little tourism naturally or from other sources.
- Position Casa Kandamy as a hidden gem by highlighting its unique offerings, beautiful surroundings, and community focus.
- Target specific digital nomad and wellness travelers through tailored content and engagement in relevant niche groups.
Educational barriers surrounding the experience and concepts such as what a co-living space is and what is movement.
- Create educational content that explains the concept of coliving, the movement culture, and Casa Kandamy’s holistic approach to wellness.
- Use storytelling and visual content to make these concepts accessible and appealing to the target audience.
my solution.
Defining Target Clientele
Defining Target Clientele
I thoroughly identified key client personas, focusing on demographics, interests, content consumption habits, and behavior. By leveraging industry research, travel trends, and personal experience, I pinpointed what motivates Casa Kandamy’s ideal audience. This deep dive enabled CK to attract the right guests, streamline outreach, and align all marketing efforts with client desires.
Platform Optimization Tailored to Leads
Platform Optimization Tailored to Leads
Consulted and revamped all digital platforms to ensure a seamless experience for leads:
- Website Layout Consultation: Suggested user-friendly designs that convert visitors into bookings.
- Instagram Overhaul: Pinned essential content like an intro to CK, a virtual tour, and customer testimonials at the top. Updated bio with optimized keywords, CTAs, and links. Created relevant Highlights to make information easily accessible (FAQs, Movement, Excursions, etc.).
Cohesive Branding
Cohesive Branding
Established a cohesive and recognizable brand identity by aligning all visual and written content:
Consistent use of fonts, colors, and video styles to strengthen brand recognition across platforms.
Helping to Build a Strong Community Presence
Helping to Build a Strong Community Presence
Developed strategies to cultivate a sense of community and ongoing engagement:
- Loyalty & Repeat Visitors: Fostered a sense of belonging through personalized communication with guests, encouraging long-term relationships and repeat bookings.
- Community Building Content: Created content highlighting Casa Kandamy’s communal aspects, such as shared meals, group activities, and workshops to attract guests who value connection.
- Local Collaborations: Facilitated partnerships with local vendors, artisans, and other wellness-focused brands to create unique offerings and experiences for guests.
Comprehensive Content Strategy
Comprehensive Content Strategy
I developed a detailed content strategy to address several gaps and objectives:
- Audience Targeting: Created content tailored to the preferences and habits of digital nomads, travelers, and wellness seekers, while staying aligned with trending formats.
- Brand Awareness: Produced educational and engaging content that highlights what makes Casa Kandamy unique.
- SEO Optimization: Ensured content, captions, and blogs were optimized for search engines.
- Engagement: Focused on what resonates with the audience to foster engagement and interaction.
Enhancing Customer Experience
Enhancing Customer Experience
I crafted several elements to improve the guest experience from booking through arrival:
- Welcome Kit: A digital guide detailing everything guests need to know, from how to get to CK to house rules and local recommendations.
- In-House Pamphlets & Signage: Designed house guidelines (kitchen rules, cowork space guidelines), and community resources like bus schedules and activity lists.
Community Engagement
Community Engagement
Identified and engaged with relevant communities to increase CK’s exposure:
- Actively participated in digital nomad, Colombia, and movement Facebook and WhatsApp groups.
- Connected CK with fellow coliving spaces and retreats to foster collaborations and increase brand visibility.
Introduction to Paid Advertising
Introduction to Paid Advertising
Explored and implemented paid ads to boost visibility:
- Researched how other coliving spaces ran ads and applied those insights to CK.
- Created and launched ad campaigns targeting digital nomads and travelers, refining content and audience targeting for maximum impact.
the results speak for themself.
At a Glance
- Instagram Growth: Tripled Instagram followers in just 6 months, driving significant brand visibility.
- Booking Success: 75% of all bookings now originate from Instagram, demonstrating the power of a targeted social media strategy.
- Seamless Customer Journey: Built a complete, cohesive customer experience from discovery to booking, ensuring smooth transitions at every touchpoint.
- Industry Recognition: Casa Kandamy is now a recognized name in the global coliving community, with a growing reputation for its unique blend of movement, wellness, and nature.
After only my first month working with Casa Kandamy, on Instagram we saw…
Increased reach: 13x more accounts reached organically than previous months.
Increased interest: Over 1600 people visited their profile with a 7% CTR compared to the previous 1%
Increased engagement: 19x more accounts engaging with their content.
Before & after:
100% booked house in 4 weeks.
75% of bookings coming from Instagram alone.
content example #1
About Casa Kandamy
Because Casa Kandamy is so unique in it’s mission, I saw the importance of having a permanent piece of content that introduced the house’s concepts in a personable and authentic way – thus, creating this video. Specifically, this Instagram reel has done wonders for lead conversion as it touches on many key factors those interested are looking for.
Views: 8.5K+
Accounts Reached: 5K
Likes: 430
Comments: 60
Shares: 57
Saves: 35
content example #2
What’s a Coliving & My Experience
This piece of content was one of the original videos apart of my collaboration with Casa Kandamy, posted on both my Instagram profile as well as their’s. Because the concept of a co-living is still relatively new, this reel had the intention to explain the idea while identifying those who would be interested and putting Casa Kandamy at the forefront of the conversation. It performed well leveraging the power of a personal recommendation leading to many inquiries and follows on their page.
Views: 9.5K +
Accounts Reached: 6K+
Likes: 380
Comments: 18
Shares: 43
Saves: 106
Music removed for copyright protection.
content example #3
Breakfast at Casa Kandamy
People don’t always want to be marketed to, most on social media just want to be entertained. This reel leveraged that concept by merely sharing one of Casa Kandamy’s unique features which is their delicious breakfast made with organic, local produce in a fun video. The results were people fawning over how tasty the food looked and consequently attracting those who may be interested in healthy food choices and Colombian culture – a match to our target audience.
Views: 2990+
Accounts Reached: 2200+
Likes: 150
Comments: 13
Shares: 6
Saves: 6
content example #4
Airbnb vs Coliving
This video really focused on the community aspect of staying in a coliving which is a huge pain point for digital nomads. The style of the video which leverages an engaging audio and clips to the beat that encompass the vibes of the experience is something very popular within the travel niche and something I often, and intentionally maximized on within Casa Kandamy’s content.
Views: 1200+
Accounts Reached: 560+
Likes: 45
Comments: 1
Shares: 1
Saves: 7
Seamless Customer Journey.
A complete, cohesive customer experience from discovery to booking, ensuring smooth transitions at every touchpoint.
Marketing Flyer
Welcome Kit for new guests
Welcome Kit Table of Contents
Transit Instructions
Effective Content Strategy
Implemented a strategic blend of blog posts, high-quality social media content, and engaging visuals that attracted the right audience.
Industry Recognition:
Casa Kandamy is now a recognized name in the global co-living community, with a growing reputation for its unique blend of movement, wellness, and nature.
don’t just take my word for it.
Casa Kandamy's Testimonial
“Hello, I’m Sebastián Bohorquez, the founder of Casa Kandamy; the only Movement Coliving space in the market. I wanted to share my experience working alongside Caroline Cunningham as head of marketing for my business.
There is nothing else like Casa Kandamy in the market, this is a very personal and unique project which takes an immense amount of time, empathy, knowledge and awareness to understand. I needed someone who had the qualities to understand my vision and mission in order to build a brand and story which connected me to my clients.
Caroline did exactly that. She has exceptional communicative and organizational skills, which paired with her hard work ethic, high initiative drive, creative thinking, and proactive attributes, made her a pivotal element for the growth of my business. With a deep connection of my business mission and vision, she led Casa Kandamy’s digital marketing strategy.
During this time:
- Our instagram page tripled in followers.
- Half of the booking came directly from our instagram reach or page
- Began new digital projects to expand our reach.
- Established both digital and in house systems for a better customer experience
- Established a cohesive style to our digital presence.
As the founder of Casa Kandamy, I’m fully responsible for the success of my business. I have been able to achieve my mission and goals working alongside Caroline. I highly recommend working alongside her. She will not only take the time to connect to your business, which I believe is key for a cohesive successful team in any business, but she will go far and beyond to propose more possibilities of growth for the future.
Having Caroline as part of my team, leaves me with a sense of tranquility and assurance that my business continues to grow, and allows me to be free and explore more unique avenues for the future of my business.
– Sebastián Bohorquez
“I have been able to achieve my mission and goals working alongside Caroline. I highly recommend working alongside her. She will not only take the time to connect to your business, which I believe is key for a cohesive successful team in any business, but she will go far and beyond to propose more possibilities of growth for the future.”
see more examples of my work with Casa Kandamy ↓
instagram reels
photography
other projects
