✿ CANYON EXPLORERS 2024 - 2026
I worked as the Social Media Manager for Canyon Explorers Queenstown for over 1.5 years, managing the brand’s social media end-to-end — from strategy and content creation to posting, engagement, and performance tracking.
I developed content pillars and a content calendar, while also shooting, editing, and publishing content. Alongside this, I supported in-store design and contributed to daily operations, including customer service, agent communication, and managing online enquiries. I also created reports using FareHarbor and Wherewolf to analyse audience behaviour and booking data.✿ the before and after
✿ REPORTING
Alongside content creation, I produced monthly social media reports tracking performance across Instagram and TikTok. These reports were used to analyse what content was performing best, identify trends, and refine future content strategy to improve engagement and reach.
I also created additional reports using Wherewolf and FareHarbor to analyse customer feedback, audience behaviour, and booking data, helping inform both marketing strategy and operational decisions. A selection of these reports is available below.
✿ Impact & Growth
Through implementing a more consistent, insight-led content and reporting strategy, I was able to improve performance across both Instagram and TikTok relative to Canyon Explorers’ audience size (approximately 1,833 Instagram followers and 235 TikTok followers).
On Instagram, performance shifted from a less consistent 2024/2025 season (peaking at around 13.6K monthly views) to a more stable 2025/2026 season, with consistent 10K–15K+ monthly reach, alongside increased profile activity and engagement. This reflected improved visibility and more sustained audience interaction across the season.
On TikTok, performance grew significantly from the 2024/2025 season, where views ranged from approximately 115 to 11.5K, to the 2025/2026 season, where more consistent posting led to regular 1–4K+ monthly views early on, increasing to 12K+ in peak months, alongside stronger engagement and follower growth.
Overall, the data shows a clear shift from inconsistent performance to sustained, strategy-led growth across both platforms.
✿ Reel insights
Fast-paced, action-driven reels performed best, particularly when adapted to current trends. This was supported by a mix of in-store trend-based content, “come spend a day canyoning with me” style videos, nature-focused clips, and content featuring happy clients.
Using strong hooks like “Queenstown’s best adventure” or “just outside Queenstown” helped increase reach and engagement by tapping into what audiences were already searching for.
The top-performing video reached 17.1K+ views and continues to grow, reinforcing the effectiveness of this content approach.
✿ IMAGERY
The imagery also tended to take on a more personal and conversational tone, while video content leaned into a more energetic and excited feel to match the fast-paced nature of the format. Maintaining a consistent tone of voice across both was essential to ensure the brand’s personality remained cohesive.
For imagery, the most engaging content included action shots, happy customers, and trend-based posts, alongside other key content pillars.
✿ Brand Collateral
I designed a range of in-store assets for Canyon Explorers, including posters with QR codes for surveys, as well as manuals, price lists, and other operational materials.
These designs helped support both customer engagement and internal communication, while maintaining a consistent and cohesive brand identity.
