Under the Cedars — Brand, Social Media & Booking Case Study

Project Overview

Under the Cedars is a nature-based retreat offering a unique glamping experience on six acres of land, featuring platform tents with modern comforts and the development of a future A-frame cabin. The goal of this project was to build brand awareness, create emotional connection, and drive direct bookings through consistent, story-driven content.

This case study highlights the strategy, content creation, and social media execution used to position Under the Cedars as a peaceful, memorable, and experience-driven destination.

Objectives

• Build a recognizable and trustworthy brand presence

• Showcase the uniqueness of the property and accommodations

• Create a strong emotional connection with potential guests

• Increase engagement and visibility on social media

• Drive traffic and bookings through content

Services Provided

1. Brand Positioning & Messaging

• Defined the brand as a calm, nature-forward escape with modern comforts

• Developed messaging focused on rest, connection, and experience rather than just accommodation

• Ensured consistency across captions, visuals, and promotions

2. Social Media Strategy

• Created a posting schedule of content every two days

• Planned content pillars: property highlights, guest experience, behind-the-scenes, seasonal moments, and booking reminders

• Balanced promotional content with storytelling and lifestyle content

3. Content Creation (Photo & Video)

• Captured short-form video content showcasing the land, tents, amenities, and atmosphere

• Highlighted experiential moments such as campfires, nature sounds, sunsets, and quiet mornings

• Focused on vertical video optimized for Reels, TikTok, and Shorts

4. Video Editing & Optimization

• Edited videos for a calm, cinematic feel

• Added subtle text overlays to communicate value without disrupting the peaceful tone

• Optimized pacing, formatting, and captions for social media discovery

5. Promotional Packages & Add-Ons

• Developed experience-based add-ons including romantic packages, birthday experiences, s’mores kits, and firewood bundles

• Positioned add-ons as memory-enhancing upgrades rather than simple extras

Creative Approach

The creative direction centered on slowing the viewer down. Instead of fast-paced trends, the content emphasizes:

• Natural lighting and ambient sound

• Simple, clean visuals

• Storytelling through atmosphere

• Emotional cues that help viewers imagine themselves at the property

The goal was to sell the feeling of staying at Under the Cedars, not just the space.

Key Content: Experience-Focused Videos

Purpose

The primary video content was designed to immerse viewers in the Under the Cedars experience and guide them from curiosity to booking.

Structure

1. Hook: Calm, inviting visuals of the land or accommodations

2. Experience: Highlighting comfort, nature, and amenities

3. Emotion: Peace, connection, escape from daily life

4. Value: What makes the stay unique

5. Call to Action: Simple booking prompt

Results & Impact

• Increased engagement on short-form video content

• Clearer brand identity and stronger emotional resonance

• Improved visibility for booking-related posts

• A growing sense of community around the brand

• Content that supports both organic reach and direct sales

Tools & Platforms Used

• Video Editing: Final Cut Pro / Adobe Premiere Pro

• Planning & Scheduling: Notion

• Design: Adobe

• Platforms: Instagram, TikTok

• Booking Platform: Website/ direct

Conclusion

This project helped Under the Cedars establish itself as more than a place to stay—it became a destination built around experience, rest, and connection. Through intentional storytelling, consistent content, and experience-focused marketing, Under the Cedars strengthened its digital presence and created a clear path from discovery to booking.

This case study demonstrates how thoughtful content and brand storytelling can elevate hospitality businesses and drive meaningful results.