How our Micro-Influencer Campaign Led to 40K New Followers for a Hospitality Brand

 

The phrase “TikTok sensation” gets thrown around alot, but we turned a hospitality brand into a real TikTok phenomenon using the right strategy.  

When Ibiza Rocks approached us at House of Marketers, they weren’t just looking to boost their follower count—they wanted real conversions. 

Our mission? Make Ibiza Rocks the ultimate go-to destination for anyone looking for sun-soaked, party-filled content. 

And we did it by teaming up with micro-influencers who brought the brand’s wild, youthful energy to life. Today we are breaking down the strategy to help brands and fellow marketers get inspired from our campaign. 

About Ibiza Rocks

Ibiza Rocks is a renowned music and hospitality brand located on the vibrant island of Ibiza, Spain. Famous for its electrifying atmosphere, live music events, and hosting world-class DJs and artists, Ibiza Rocks offers an unparalleled experience for tourists seeking excitement and entertainment. The centerpiece of the brand is the Ibiza Rocks Hotel, a hotspot for young travelers looking to immerse themselves in the island’s dynamic culture.

The Challenge

Despite its strong on-the-ground presence, Ibiza Rocks sought to amplify its digital footprint, particularly among young adults. The goal was to:

• Increase Brand Awareness among the Gen Z and Millennial demographics. (18-30 years olds) with interests like travel, and music festivals. 
• Establish the Ibiza Rocks TikTok profile as the go-to source for engaging and authentic Ibiza content.

The problem? Breaking through the noise on TikTok—where attention spans are shorter than the time it takes to scroll past a bad video. 

Ibiza Rocks needed to position itself as not only a fun destination but the most authentic experience of Ibiza’s nightlife, culture, and excitement and we had a plan. 

Here’s how we pulled it off, one TikTok at a time!  

Our Strategy: A Micro-Influencer Driven Campaign (#ThisIsIbiza)

We knew that micro-influencers were the key to making this happen. Why? Because these influencers connect deeply with their followers, building trust and engagement through their authenticity. 

So, we handpicked a team of young influencers from the lifestyle and student niches, all of whom radiated the fun, carefree energy that Ibiza Rocks is all about.

We crafted the #ThisIsIbiza campaign, sending our influencers to stay at the Ibiza Rocks hotel. 

Their mission was simple: capture their real, unscripted experiences of the Ibiza lifestyle. From pool parties and DJ sets to the island’s unique culture, they created a series of TikToks that weren’t just ads—they were moments, shared with an audience that craves authenticity.

The influencers shared the entire Ibiza Rocks experience. Their followers didn’t just watch—they wanted in. Through this campaign, we positioned the hotel as the must-visit spot in Ibiza, a place where you don’t just stay—you live the Ibiza dream.

In a nutshell, the success of the campaign came down to these 4 elements: 

1. Select Micro-Influencers with Targeted Niches

Focus on influencers who resonate with your audience’s interests. 

For Ibiza Rocks, this meant finding influencers within the lifestyle and student spaces who were known for engaging content around travel and nightlife. The right influencers not only attract followers but also build trust, so be selective with both personality and audience fit.

1. Immersive, On-Site Content Creation

Create opportunities for influencers to immerse themselves in your brand’s experience. 

For Ibiza Rocks, the influencers lived the Ibiza experience, capturing authentic moments that showcased the fun and excitement of the brand. This kind of immersion leads to organic, engaging content that feels genuine to followers.

1. Encourage User-Generated Content with Strategic Hashtags

Launch campaigns with clear, catchy hashtags. 

In our case, #ThisIsIbiza became a community-driven hub for user-generated content. By encouraging both influencers and followers to participate, we created a ripple effect, amplifying reach and building a sense of shared experience.

1. Optimise for Platform-Specific Algorithms

Understand and leverage the algorithms of the platform you’re using. 

On TikTok, authentic, engaging content with trending sounds and hashtags performs best. Use these tools to your advantage to ensure maximum visibility and organic reach.

The Results

Our #ThisIsIbiza campaign delivered staggering results:

• 40K new TikTok followers: With micro-influencers at the helm, we rapidly grew Ibiza Rocks’ follower base, connecting with a younger, travel-ready audience.
• 5 million video impressions: The TikTok videos generated a massive buzz, gaining millions of views and putting Ibiza Rocks on the map as the place to be.
• 12% engagement rate: These weren’t just passive viewers. The TikTok community actively engaged with the content, leading to a strong connection between the brand and its audience.
• 150% month-on-month follower growth: The campaign’s momentum didn’t stop after launch. Ibiza Rocks saw continuous growth as more users discovered and engaged with the content.

Read more about the full campaign in our detailed Ibiza Rocks Case Study.

House of Marketers Insights

Here’s what we proved from the campaign:

1. TikTok thrives on authenticity. The more genuine the content, the more it resonates. Our influencers weren’t just promoting a hotel—they were sharing their real experiences, and that’s what drove engagement.
2. Micro-Influencers deliver big results. While big-name influencers often grab headlines, micro-influencers have the ability to create a more meaningful connection with their followers. Their trustworthiness led to not just followers, but real excitement about the brand.
3. Make data-driven adjustments in your strategy. Throughout the campaign, we closely monitored engagement and made tweaks in real-time. This data-driven approach ensured we maximised impact and continued to grow Ibiza Rocks’ presence on TikTok.

The #ThisIsIbiza campaign shows the immense potential of leveraging micro-influencers to grow a brand’s presence on TikTok. By combining authenticity, creativity, and data-driven strategies, we were able to turn Ibiza Rocks into a digital sensation.

Are you a brand looking to make waves on social media? Let House of Marketers guide you in turning digital engagement into real-world results. Contact us today, and together we’ll craft the next big TikTok sensation—one post, one influencer, and one viral moment at a time!