Korea Tourism Organization case study
A new direction for Korean Tourism Organisation. Engagement up 547%.
A sharper identity, engaging content and hands-on Instagram management helped Visit Korea UK grow its audience and bring Korea to more people across the UK.
Client
Korea Tourism Organization’s London team wanted a stronger Instagram presence in the UK and 10,000 followers within two months.
Project Overview
We audited the account, refreshed its identity and changed its handle to @visitkorea.uk. A new content strategy brought together fast-paced Reels, curated photography, competitions and daily community management. By mid-February, the account had reached 12,813 followers, exceeding its 10,000-follower goal while reaching 629,061 accounts.
The numbers behind the growth
In just two months, the campaign passed its follower target while expanding reach and lifting average engagement per post.
%
increase in followers
%
increase in views
%
increase in reach
%
increase in engagement
Building a bigger audience for Korea
Instagram growth and account management
Audit the account
We reviewed the profile, content and engagement, then archived posts that no longer fitted the account’s direction.
Refresh the identity
We changed the handle from @ktolondon to @visitkorea.uk and introduced a clearer visual style and tone of voice.
Plan the content
New themes and a two-month publishing calendar brought more frequent posts and a broader mix of formats to the feed.
Manage and grow
We published content, ran two competitions and managed the community day to day to keep the account active and responsive.
Korea in motion
We created a new series of Reels to showcase Koera’s experiences and culture, paired with Korean music from K-pop hits to local music.
A fresh perspective in every post
A cohesive feed, full of Korea
Community and competitions
Keeping the conversation going
Two competitions
Two competitions gave new audiences a reason to discover and follow Visit Korea UK.
Clear entry prompts
Simple calls to action made it easy for people to take part and share the opportunity.
Relevant prizes
Competition ideas connected with an audience interested in Korean travel and culture.
Campaign timing
We scheduled both competitions within the two-month campaign to support its follower-growth goal.
Daily account care
Ongoing community management kept the account active between planned posts.
Responsive replies
We responded to comments and messages so followers could keep the conversation going.
Audience connection
Regular interaction helped new visitors feel welcome and gave existing followers reasons to stay engaged.
Joined-up approach
Competitions brought people in; consistent community management helped keep the account responsive throughout.
Want to do more with your social media?
Let’s talk about how Ginger Juice can help your travel or tourism brand reach more people, grow an engaged audience and make your next project count.