[JUDGING] Kiwi Girl Mullaghmore
Section: Instagram SME
Organisation Name: Kiwi Girl Mullaghmore
Instagram Questions
Name Of Brandclient
Kiwi Girl Mullaghmore
Personpeople Who Leads This Account
Declan Kilgannon
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/kiwigirlmullaghmore/
Do You Use Alt Text In Your Images And Caption Your Videos
We have recently started captioning our video's. We have not previously used Alt Text consistently on our images but it is something we plan on introducing going forward
Outline Your Instastrategy - Why Is Instagram For You
Our Instagram strategy is very simple – we let our customers tell our story.
We collaborate with and share our customers' Reels, posts and Stories so potential customers can see what people have actually experienced aboard Kiwi Girl. It creates a genuine "that could actually be me" feeling.
We also share what is happening in Donegal Bay in real time – wildlife encounters, unusual sightings, conservation stories, new trips and availability.
We don't use paid social advertising or boost posts. Rather than constantly promoting ourselves, we prefer to let our customers, their experiences and the wildlife do the talking.
This has organically built a community around Kiwi Girl where customers don't just take the trip – they become part of the story.
How Can You Measure Impact To The Bizorg
We see it in the comments, views, reach and shares, but ultimately we see it in our bookings. If Instagram is busy, our booking portal is busy.
Our social media is entirely organic, with €0 spent on paid advertising or boosted posts. Individual Reels have exceeded 200,000 views, with one Reel alone generating 218 new followers.
The clearest business example was the launch of our Fish Supper–Sunset Cruise. A simple video telling our followers about the new trip generated 103,666 views across Instagram and Facebook. Every trip subsequently sold out and demand exceeded the places we could provide.
For us, that's the real measure of impact. Engagement creates interest, interest becomes bookings, and many of those customers then share their own experiences and become part of the next story.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/reel/DJCdDvjIRzf/?stkn=azhlcHI3cWUzeXpv
Purpose: To launch a completely new Kiwi Girl experience – our Fish Supper–Sunset Cruise. Rather than creating an advert, I simply sat on the boat and told our followers the story behind the new trip and what we were trying to create.
The Reel generated 103,666 organic views across Instagram and Facebook – 19,134 on Instagram and 84,532 on Facebook – with 1.5K likes, 150 comments, 39 saves and 211 profile actions. Total watch time was over 2 days 13 hours.
No paid advertising or boosting was used.
Most importantly, every Fish Supper–Sunset Cruise sold out and demand exceeded the places we could provide.
This is probably the clearest example of how our social media works commercially. We build an audience around real experiences rather than advertising, and when we have something new to offer, we simply tell that community about it.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/reel/DZ-snMTidTD/?stkn=YjJqNnowenNsODh4
Purpose: This Reel is a great example of how collaboration forms part of our social media. The footage was captured from Kiwi Girl during an actual wildlife encounter and shared as a collaboration with Dublin Drone. Rather than everything being created and promoted by us, we collaborate with customers, photographers and others who capture their own experiences aboard Kiwi Girl.
The Reel generated 237,594 organic views, reaching 55,501 viewers, with 14.2K likes, 142 comments, 319 reposts and 851 saves. Average watch time was 9 seconds.
No paid advertising or boosting was used.
What we particularly like about this example is the 851 saves and 319 reposts. People didn't just watch it – they wanted to keep it and share it with others.
This is at the heart of how we use Instagram: letting the wildlife and genuine experiences aboard Kiwi Girl tell the story for us.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/reel/DbS9Qwto3IH/?stkn=MTMyczJvZDAxZGNqdA==
Purpose: This Reel was simply news from Kiwi Girl and Donegal Bay. Two well-known orcas, John Coe and Aquarius, had turned up in the Bay together that morning and we had been there to witness it.
There was no wildlife footage or photographs in the Reel – it was simply me driving Kiwi Girl home and telling our followers what had happened. To get the story, people actually had to stop and listen.
The Reel generated 213,323 organic views from 33,603 viewers, with 2K likes, 96 comments, 29 reposts and 34 saves. Average watch time was 13 seconds, and remarkably it generated 218 new followers.
I like this example because there was nothing being sold and nothing particularly polished about it. It was just genuine, exciting news from the Bay, shared by the person who had been there to see it.
For us, that's a big part of social media – keeping people connected to what is actually happening in Donegal Bay.
No paid advertising or boosting was used.
