In developing the social media strategy for Vancouver Island Whale Watch, my approach was a harmonious blend of trending and evergreen content, with a dual objective: to educate the target audience about marine life and conservation while enticing them to become passengers on one of VIWW's sustainable whale-watching tours.

For trending content, I kept a close eye on current events and social media trends, ensuring that our posts remained relevant and timely. This approach allowed us to tap into the existing conversation and leverage trending hashtags, increasing our content's reach and engagement.

Simultaneously, I curated evergreen content that highlighted the beauty and importance of Vancouver Island's marine ecosystem. This content focused on educating the audience about diverse marine species and the importance of sustainable tourism. By showcasing VIWW's commitment to responsible whale-watching practices, the company was positioned as a trusted and eco-conscious choice for wildlife enthusiasts.

Through this balanced approach of trending and evergreen content, the strategy not only educated the audience but also planted the seed of curiosity and desire to experience the wonders of Vancouver Island's marine life firsthand. VIWW's social reach grew by 200%. Social engagement went up 76% and 2023 sales were 60% higher than 2022 sales.