CASE STUDIES
Walnut Barn Estate | Social Media Management
Sector: Tourism/Hospitality
Walnut Barn Estate are a Somerset accommodation provider with glamping properties, traditional cottages, and celebration houses. With a stretched team and inconsistent branding, the company weren’t quite connecting with their mixed target demographics on socials.
To fix this, they needed streamlined social media management and a fresh visual identity that could speak to everyone from young groups to wellness enthusiasts. After switching up their look and making some strategic changes to their online platforms, I doubled their organic reach and engagement, plus successfully support their applications for local self-catering and Green Tourism awards.
Goals:
To free up the reservation manager's time for other responsibilities.
To freshen up the company's organic socials with a more modern yet playful aesthetic to represent their character and quirkiness.
To develop a warm, conversational TOV that would appeal to a wider/more diverse audience, including millennial glampers, older wellness lovers, 20-something groups, and couples after luxe, relaxing breaks.
Added more unique and trend-led content, such as inventive reels, carousels with music, stories, and post highlights to help Walnut Barn stay current
Actions:
Streamlined font use to reduce busyness and inconsistency
Used local hashtags and local-themed posts to engage community and build authority in Somerset
Client comments:
Blended client videos and imagery with stock footage to create engaging and innovative visual narratives
Pinned posts to highlight events, deals, and announcements
Regularly tagged suppliers and used location markers to widen post visibility
Carried out visual grid planning to create a cleaner, more harmonious aesthetic for new visitors
Reposted reels to TikTok for wider visibility and created a new YouTube account with bespoke graphics
Freshened up graphics, icons, and relevant posts to match new website for a seamless transition
Used sporadic pops of colour within imagery to add a touch of personality and character while preserving the core brand aesthetic
Built customer loyalty by engaging with comments
Used campaign-led content around wellness and the environment to support sustainability and tourism award goals
Impact (2024-2025)
Content interactions ⬆1.8K (100%) on Instagram despite scaling back activity across multiple months to focus on website rewrite
Post reach ⬆ 7,457 (100%)
Followers ⬆ 816 (83.6%)
Helped the business achieve Gold Self-Catering Property Award for 2025
Increased engagement and interest from the Instagram wellness community, local Somerset community interest companies, and glamping enthusiasts
Helped the business move from Bronze to Silver Green Tourism Award
“Working with Maddie over the past few years has been an absolute pleasure. She has an incredible ability to capture the essence of all seven of our unique properties, showcasing each one beautifully and highlighting its individuality, which isn't an easy task. Her attention to detail is unmatched, and her creative content truly stands out. Beyond her talent, her wonderful personality shines through in everything she does. She just gets it! And that's what we love.” – Sharon Malone, Manager, Walnut Barn Estate