BUILDING A BRAND PEOPLE ACTUALLY WANTED TO FOLLOW
ResortPass: 268K to 448K+ in 16 months
THE CHALLENGE
When I joined ResortPass in May 2024, the brand had 268K Instagram followers, but posts averaged 20 to 50 likes and content was barely moving the business.
The company was investing in paid ads, while organic social lacked a performance-driven strategy, especially through the off-season. The opportunity was to turn a passive inspiration feed into a consistent driver of clicks, conversions, and community.
THE STRATEGY
I built a culture-first content strategy rooted in visual storytelling, performance experimentation, and consistent community interaction. The playbook evolved every month based on platform insights, seasonal shifts, and real-time trends.
THE EXECUTION
I led all organic content across Instagram and TikTok: the bi-weekly content calendar, shoot briefs and team trips to partner properties, every caption, Reel edit, and CTA test. Weekly performance tracking and monthly optimizations went to leadership, aligning messaging across the company with what the audience was telling us.
POOL, FRIES, ME · MEME
HONOLULU DOLPHINS · CAROUSEL
COULD BE US · MEMEThe goal was to build a brand people actually wanted to follow. By combining cultural relevance, emotional storytelling, and real-time interaction, we turned ResortPass into a community.
THE RESULTS
The shift from passive visuals to performance-driven content paid off in audience and revenue. Year-one results (May 2024 to May 2025) included a 19% year-over-year increase in website traffic from organic social, alongside these viral moments:
"Veronica did a fantastic job upleveling ResortPass' social content... I would recommend her for any brand needing some fresh energy on social!"