Case study

Lumo Resort

Where: Ruka-Kuusamo, Finland
What: New resort, opened 2025
Partner since: 2025

views in the first month back

5.9M

Instagram, TikTok and Facebook views in the month after posting restarted on 15 August 2026, no ads. Before that the account had been quiet apart from collaborations.

Where it started

A brand-new resort with no audience at all. We started the day it opened, built the first following over the winter, and paused over the summer when the resort did.

What we filmed

Filmed as guests, when the light was right.

When posting started again, the footage was already there: the resort in its first winter, filmed by the two of us as guests. We cut it into short reels with a first line people search for.

On the feed

The reels that went furthest.

Sorted by views. The numbers are Instagram's own, and there are no ads behind any of them.

I mean, I'm not saying we should…

1.1M
views: 45K
likes: 1.2K
comments: 4.9K
saves

Lumo Resort

What changed

The results, and what each number means.

The channel had been quiet for months, apart from the odd collaboration. We started posting again on 15 August 2026. In the first month: 5.9M views across Instagram, TikTok and Facebook, and more than 60,000 € in bookings the resort traced back to the channel by asking every guest who booked where they found them. Growth model: a lower monthly fee plus a share of the bookings we bring.

5.9M
views in the first month back: 60,000 €+
in bookings traced to the channel: 200K+
views on almost every reel

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