Social Media Growth: Sneeuberg Nature Reserve

Nestled in the heart of the Great Karoo between Graaff-Reinet and Nieu Bethesda, Sneeuberg Private Nature Reserve is a 14,500-hectare Nguni cattle ranch and home to a diverse array of antelope species. This luxury eco-destination offers guests an authentic Karoo experience, with several charming accommodation options.

When we were tasked with growing Sneeuberg’s social media presence, we knew it was a perfect fit for our travel-focused digital marketing agency. Our challenge was to capture the essence of this unique African destination and translate it into a compelling social media presence with optimal engagement.

During our visit to Sneeuberg, we immersed ourselves in its charm. The reserve reflects the vision of its late owner, Charlotte Daneel, an accomplished interior decorator who lovingly restored the property alongside her partner, Derk Blaisse. Charlotte’s touch is visible in every detail of Sneeuberg’s design—creating a luxurious sanctuary rooted in childhood memories and Karoo heritage. Our mission? To bring this magic to life on Instagram through powerful storytelling, consistent branding, and content that resonates with target audiences.

We designed a targeted social media marketing strategy specifically tailored to the travel and hospitality sector in Africa. Our approach focused on:

• Highlighting key selling points: wildlife encounters, bespoke accommodation, serene landscapes, and its allure for urban escapees.

• Creating a consistent visual narrative through curated content and authentic engagement.

• Targeting Instagram users who show interest in African travel, safari lodges, nature-based tourism, and eco-luxury getaways.

• Engaging storytelling that reflects the history and soul of the property.

This approach allowed us to position Sneeuberg not just as a place to visit, but as an experience to be desired and shared.

Over a 26-month period, we successfully grew Sneeuberg’s Instagram following to over 10,500. More importantly, we maintained high engagement levels, averaging 3,000 likes per month, a key indicator of an active and interested audience.

By tapping into interest-based targeting and consistently delivering valuable content, we’ve helped Sneeuberg build a community that is not only growing in size but also in enthusiasm and loyalty.