Organisation
Spirit of Adventure Trust
Category
Social Media Strategy, Content, Management
Role
In-house, Full-time
Delivered
Strategy June 2025, managed through Q1 2026
01. The Brief
Same organisation, a different problem: people weren't seeing what SOAT actually does, and even when they did, it wasn't landing. Working in-house, full-time, I wrote the strategy and then ran it. The strategy came first, in two phases (research, then structure): audience analysis, competitor benchmarking, platform strategy, content pillars, and a measurement framework meant to be revisited quarter over quarter rather than filed away. From there I ran the channels end to end, making the content, holding the calendar, publishing, and handling whatever else the accounts needed. Strategy and execution were the same job here, which is why the numbers below are the plan's own results rather than someone else's reading of it.
02. Results
Organic performance across SOAT's three primary channels in Q1 2026, with no paid promotion behind any of it.
Total organic views, Q1 2026
1,000,300
Top-performing post peaked at 96,874 views.
681,800
68.2% of total views
278,500
27.8% of total views
TikTok
40,000
4.0% of total views
03. Strategy
Audience
Trainees & Rangitahi
13–20 yrs
Young Adults & Alumni
20–34 yrs
Parents & Caregivers
35–54 yrs
Share of total platform following, by age group
Trainees & Rangitahi
Reacts best to short-form video: Reels, TikToks, Stories, viewed most 6pm–12am.
Young Adults & Alumni
A more professional tone works here; this group is active 5–10pm.
Parents & Caregivers
The largest share of total following, and the most influential group on bookings.
Secondary groups (sponsors, donors, schools, and educators) matter commercially but shouldn't be targeted on mainstream social; they're better reached through LinkedIn and direct communications, keeping the primary feeds focused on trainees, alumni, and parents.
Competitive Analysis
Three direct competitors were benchmarked for content that works, and three leading brands outside the sector were benchmarked for presentation: the aesthetic and edge that resonate with a youth audience, regardless of industry.
Direct competitors
- Outward Bound
- Blake Foundation
- Pinnacle Program
Leading brands (presentation reference)
- Shackleton
- Grave Runners
- Rapha
Platform
Parents & guardians, 25+
6:00–11:00pm
4–6 posts / mo
Storytelling & connection
Trainees & alumni, 15–24
5:00–9:00pm
4–6 posts / mo
Community & hype
TikTok
Trainees & alumni, 15–24
8:00–11:00pm
2–4 posts / mo
Life-on-board, video only
Schools & sponsors
9:00am–4:00pm
1–2 posts / mo
Professional communications
Content Pillars
Voyage Highlights
A curated carousel from each completed voyage.
Achievement
Trainee stories of growth, told in their own words.
Behind the Scenes
Raw, unfiltered life on board, building trust through authenticity.
Inspirational
Broader content built to move someone to act: to book, or to give.
Measurement
Performance was tracked across awareness, engagement, and conversion, reviewed weekly and monthly, then rolled up each quarter to shape the next.
A two-phase strategy document (research, then structure), delivered June 2025 and then actually run: the same hands on the plan and on the posts, revisited every quarter rather than filed away.