strategy

Sheet1

Aman Brand Editorial Calendar
Day	Date	Instagram	Asset Type	YouTube	Asset Type	Pinterest	Asset Type	Facebook	Asset Type	Weibo	Asset Type
Sunday	5/2/22	x	x	x	x	Resort Highlight: Amanwella (APAC) Copy: The ancient beauty of the Sri Lankan coast beckons you. Book your retreat today. Place Pin: Amanwella; Hashtag: #ExceedEveryExpectation #Aman; Link functionality to booking site	Product Pin	x	x	Resort Highlight: Amanwella (APAC) Translated Copy: Amanwella is a local retreat of the highest standard. Book your vacation now. #ExceedEveryExpectation	Image
Monday	5/3/22	Resort Highlight: Amanwella (APAC) Location tag: Amanwella; Hashtag: #ExceedEveryExpectation; Link functionality to booking site	Story	x	x	x	x	Resort Highlight: Amanwella (APAC) Copy: Travelling doesn't have to be all business. Book your retreat today.	Image	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response
Tuesday	5/4/22	Respond to comments with positive sentiment, along with CTAs and "Link in Bio" messaging.	Community Engagement & Response	x	x	Resort Highlight: Villa Milocer (EU) Place Pin: Villa Milocer; Hashtag: #ExceedEveryExpectation #Aman; Link functionality to booking site	Video Pin	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	x	x
Wednesday	5/5/22	x	x	Resort Highlight: Amanwella (APAC) Copy: On the coast of Sri Lanka lies a retreat that defies expectations. Book your retreat now. #ExceedEveryExpectation #Aman	Video	x	x	x	x	x	x
Thursday	5/6/22	Resort Highlight: Villa Milocer (EU) Copy: Serenity never stops. Click the link in bio to book your excursion today. #ExceedEveryExpectation #Aman	Image	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	x	x	Resort Highlight: Villa Milocer (EU) The spa treatments at Villa Milocer are designed in six-hour windows, allowing you to truly immerse yourself in what you deserve. Book now and allow us to Exceed Every Expectation.	Video	Resort Highlight: Amanyangun (APAC) Translated Copy: The hills of the Chinese inland are where you can find a retreat destined for discovery. Book now. #ExceedEveryExpectation	Video
Friday	5/7/22	Respond to comments with positive sentiment, along with CTAs and "Link in Bio" messaging.	Community Engagement & Response	x	x	Resort Highlight: Amanyangyun (APAC) Copy: Escape to #Amanyangyun. Book now. Place Pin: Amanyangyun; Hashtag: #ExceedEveryExpectation #Aman; Link functionality to booking site	Static Pin	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response
Saturday	5/8/22	Resort Highlight: Amanyangyun (APAC) Copy: The gardens of #Amanyanyun are of an unparalleled beauty. #ExceedEveryExpectation #Aman	Video	x	x	x	x	x	x	x	x
Sunday	5/9/22	Respond to comments with positive sentiment, along with CTAs and "Link in Bio" messaging.	Community Engagement & Response	x	x	Resort Highlight: Amanemu (APAC) Copy: A remote stretch of the Japanese coastline is where you can escape. #Amanemu Place Pin: Amanemu; Hashtag: #ExceedEveryExpectation #Aman; Link functionality to booking site	Product Pin	x	x	Resort Highlight: Amanemu (APAC) Translated Copy: Excursion. Spa. Massage. Repeat. #ExceedEveryExpectation	Image
Monday	5/10/22	Resort Highlight: Amanemu (APAC) Location tag: Amanemu; Hashtag: #ExceedEveryExpectation; Link functionality to booking site	Story	x	x	x	x	Resort Highlight: Amanoi (APAC) Copy: Allow us to Exceed Every Expectation. Book now.	Image	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response
Tuesday	5/11/22	Respond to comments with positive sentiment, along with CTAs and "Link in Bio" messaging.	Community Engagement & Response	x	x	Resort Highlight: Amanoi (APAC) Place Pin: Amanoi; Hashtag: #ExceedEveryExpectation; Link functionality to booking site	Video Pin	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	x	x
Wednesday	5/12/22	x	x	Resort Highlight: Amanoi (APAC) Copy: The spa at #Amanoi aims to create an unparalleled experience. Begin your excursion today. #ExceedEveryExpectation #Aman	Video	x	x	x	x	x	x
Thursday	5/13/22	Resort Highlight: Amanoi (APAC) Copy: The experience of a lifetime starts with clicking the link in our bio. #ExceedEveryExpectation #Aman	Image	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	x	x	Resort Highlight: Hotel Rosa Alpina (EU) Copy: No one can reach you high in in the Dolemites. Book your retreat now.	Video	Resort Highlight: Aman at Summer Palace (APAC) Translated Copy: A place right in your backyard bound to #ExceedEveryExpecation. Book now.	Video
Friday	5/14/22	Respond to comments with positive sentiment, along with CTAs and "Link in Bio" messaging.	Community Engagement & Response	x	x	Resort Highlight: Hotel Rosa Alpina (EU) Copy: Your vacation begins where the road ends. Book your retreat today. #RosaAlpina Place Pin: Hotel Rosa Alpina; Hashtag: #ExceedEveryExpectation; Link functionality to booking site	Static Pin	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response	Respond to comments with positive sentiment, along with CTAs and links to the booking page to drive conversion.	Community Engagement & Response
Saturday	5/15/22	Resort Highlight: Hotel Rosa Alpina (EU) Copy: Experience the Dolemites now. #ExceedEveryExpectation #Aman	Video	x	x	x	x	x	x	x	x
Justification
Channel Tactics		Instagram		YouTube		Pinterest		Facebook		Weibo
		Given this platform's broad reach and large community size, 3x / week post frequency will keep the channel high in users feeds. Various tagging functionalities with clear calls-to-action will drive link clicks and subsequently conversion.		The visual-first nature of the platform allows Aman to publish high-quality long-form video that can explain highlighted resorts' offerings in detail. Post copy pushing to the booking site will help drive clicks and conversion.		As the platform with the highest engagement rate, clear calls-to-action will help translate this engagement into link clicks and conversion, drawing people in via the visual-first nature of the platform.		As a platform that indexes highly with the information-seeking Social Explorers, simple but directional post copy will supplement instructional videos showcasing the unique offerings of each resort.		As the platform with the greatest reach in the APAC market, posts here will have the most pointed in language to drive bookings. Showcased resorts will only be within the APAC region to play into hyper-locality of the audiences that exist on this platform.
Metrics Justifcation		1. Engagements in the form of likes and positive comments will guage awareness and reaction from our target audiences. 2. Link clicks will determine intention to book from leads generated from the Instagram page.		1. Link clicks via the on-screen CTA button and/or the link in the bio will determine leads generated from the YouTube page. 2. Secondarily, comments and likes will be measured but of lesser importance.		1. Link clicks will guage interest in booking with leads generated from the Pinterest site.		1. Engagements in the form of likes and positive comments will guage awareness and reaction from our target audiences. 2. Link clicks will determine intention to book from leads generated from the Facebook page.		1. Engagements in the form of likes and positive comments will guage awareness and reaction from our target audiences. 2. Link clicks will determine intention to book from leads generated from the Weibo page.