Soul Community Planet
Creator Management Case Study
What We Manage:
Social Media Strategy
Social Media Management
Influencer Management
Photography
UGC Style Content Creation
Soul Community Planet Hotels needed a creator strategy that could work across a diverse portfolio of properties while still feeling authentic to each destination. The goal was to build awareness, reach new audiences, and create compelling content around the unique experiences each property offers, while developing creator and influencer relationships that could grow across the portfolio and convert into hotel bookings.
The Challenge
The Solution
Summerset Social developed and managed a curated creator program designed to connect the right creators with the right properties. Rather than taking a one-size-fits-all approach, we matched creators based on their audience, content style, and alignment with each property’s experience, giving them the creative freedom to tell the story in their own voice.
We also focused on building repeat relationships with high performing creators across properties, creating an ongoing network of trusted brand advocates rather than one-off collaborations.
The Strategy
Curated creator matching: Identified creators whose audiences and content naturally aligned with each property and its target guest.
Property-specific storytelling: Matched creators to the experience and personality of each destination, allowing for authentic storytelling rather than overly scripted content.
Niche creator communities: Prioritized smaller, highly engaged creator communities alongside larger creators, recognizing the value of relevance and audience connection.
Long-term relationships: Built repeat creator relationships across the SCP portfolio to create continuity and deepen brand affinity.
Cross-platform activation: Extended creator content across Instagram and TikTok to maximize reach and engagement.
By selecting the right voices, we ensured the content felt natural, compelling, and in line with the brand’s ethos.
The Results
In 2025, the creator program generated significant reach and engagement across SCP Hotels:
54 collaboration posts
41 creators
3.18M views
1.78M accounts reached
217,452 engagements
TikTok
23 tagged posts
2.08M views
361,740 engagements
Laguna Surf Lodge
17 creators
1.99M Instagram views
154,298 engagements
Creator Highlight
One collaboration with Rebekah Kalis generated 666,985 Instagram views and reached 450,190 accounts from a following of 31.1K, demonstrating the ability of a well-matched creator partnership to generate reach far beyond the creator's existing audience.
Why it Worked
The creator program gave SCP Hotels an authentic way to showcase the experience of staying at its properties, from morning coffee and wellness activities to local exploration and the brand’s relaxed, eco-conscious lifestyle.
The strategy worked by:
Building trust: Real creator experiences provided social proof and made the brand feel both aspirational and attainable.
Expanding reach: Highly shareable content extended beyond SCP’s owned channels.
Reaching the right audiences: Curated creators connected SCP with engaged communities already interested in travel, wellness, and conscious living.
By combining strategic creator matching, authentic storytelling, and relationship-driven management, Summerset built a scalable creator ecosystem that generated 5.26M+ views and 579K+ engagements across Instagram and TikTok in 2025.