Winter 2019 #SeasonalSunrise Influencer Staycation Weekend at Sunrise Springs Spa Resort

For the weekend of March 1 through March 3, 2019, Simply Social Media brought ten Instagram Micro-Influencers from northern New Mexico to Sunrise Springs Spa Resort in Santa Fe, New Mexico, for a weekend staycation influencer event.

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Sunrise Springs Spa Resort’s Marketing Goals:

  1. Increase awareness of their resort to northern NM community.

  2. Promote their all-inclusive packages to encourage staycations.


Simply Social Media invited local influencers who had a focus on heathy eating and wellness. These influencers were all located in northern New Mexico, specifically Santa Fe or Albuquerque.

Knew about Sunrise Springs Before this Event

Had Been to Sunrise Springs Before this Event

Had Stayed at Sunrise Springs Before this Event

Out of the ten Instagram influencers brought to Sunrise Springs Spa Resort for this event: one person had not heard of Sunrise Springs before, six people had never been to Sunrise Springs before, and none of the ten people had stayed overnight at Sunrise Springs before.


This experience was based on Sunrise Springs Spa Resort’s Sunrise Spa Cleanse all-inclusive package. Each Instagram influencer was given a personalized itinerary of experiential activities to attend during their staycation. Examples of these activities included: a sweat lodge session, a class on the cleansing qualities of Ayurvedic herbs, an Ojitos tub soaking experience, a CBD massage therapy treatment, a private session with animal communicator Claudia Mardel, and more!


Executive Chef Rocky Durham prepared a raw vegan menu for our influencers to enjoy during their staycation.


Influencers stayed overnight in Sunrise Springs Spa resort’s luxurious Casitas.



Fifty one Instagram posts, which included 89 photos or videos, were created by 14 unique accounts using the #SeasonalSunrise hashtag. Engagement on these posts consisted of 8,269 likes and 633 comments. The hashtag potentially reached* 78,388 people and made approximately 282,391 impressions** during the time period of March 1 to March 17, 2019.

All attendees created Instagram stories which typically disappear after 24 hours. Currently, 61 Stories remain viewable within saved highlights.

The 89 images and videos posted to Instagram are now available to Sunrise Springs so they may repurpose the user generated content on social media.

Winter 2019 Seasonalsunrise Influencer Report Simply Social Media Sunrise Springs Spa Resort hashtag .png
Winter 2019 Seasonalsunrise Influencer Report Simply Social Media Sunrise Springs Spa Resort engagement.png

Read More

Read what Rebecca Mir Grady wrote about her experience in her blog post.
Read what Heather Hunter wrote about her experience in her blog post.

Approachable and Authentic Micro-Influencer Marketing Strategy

Micro-Influencers at Santa Fe Opera.JPG

The term “Influencer” has been a buzzword in the social media marketing world for years. Influencer marketing uses individuals with social media followings to help drive the message of a brand. When you break it down, an “influencer” is someone who affects or changes the way that other people behave. And while “more than 50% of Internet users say they follow some sort of celebrity or influencer account on social media,” (Hubspot, 2018). We have found that too many of these “influencers” are inauthentic and not relatable. Micro-influencers are everyday consumers who have a significant and engaged social media following. There are many different definitions of the follower counts that define micro-influencers, but typically it is anywhere between 1,000 and 10,000.  

With new changes to the platform taking the "Insta" out of Instagram, we believe it’s more important than ever to create community, connection, and collaboration through social media. We are in the unique position of being influencers ourselves AND working with them for our clients. We want to share our strategy of micro-influencer marketing to encourage genuine, authentic, and approachable partnerships.

Our partnership began when we met on Instagram in December of 2014 and instantly bonded over our love of local community. We started our first Instagram community, @SimplySantaFeNM, with a focus on supporting local businesses, organizations, and events through a grassroots effort of featuring photography from local photographers and businesses that use our hashtag #simplysantafe. Our second Instagram community, @TravelNewMexico, began in May of 2015 and documents our beautiful state of New Mexico by offering guest Instagrammers the chance to do a “takeover” of the account, during which time they share their unique New Mexico road trip experiences through imagery and stories. There is so much beauty and local pride here in New Mexico that this was the perfect way to bring everyone together and bond over storytelling.

In January of 2017, we attended a presentation of La Placa Cohen’s Culture Track 2017. They shared their study of audience behavior to help organizations understand the changing cultural landscape. One of the statistics that stood out to us the most was,  “Over ⅓ of Gen Z and Millennials feel that engaging on social media is an act of loyalty.” (La Placa Cohen, 2018). We feel that this statistic not only applies to Gen Z and Millennials, but anyone on social media. If you believe in a business or have a great experience somewhere, sharing about it on your social media channels is a great way of putting your stamp of approval on it and spreading the word to your network. Social media is the new word-of-mouth!

When someone you trust posts on social media about a fabulous experience they had somewhere, or a product they recently purchased that they could not love more, you believe them. It is a true peer-to-peer endorsement in terms of recommendations for places to go, things to do, products to purchase, and most importantly experiences to be had.

Our social media strategy has been to work with our business clients to create unique events, called InstaMeets, that involve micro-influencers. InstaMeets are gatherings of people coming together to create, connect and share an experience through Instagram photography. These events usually involve a behind the scenes tour, access to something that isn’t normally available to the general public, or giveaways of product in support of the promotion. Instagram conceived the idea as a way to bring Instagrammers together in real life and we have evolved this model to benefit both organizations and the micro-influencer community.  

In the summer of 2018, we hosted our 4th year of InstaMeets with one of our premiere clients, the Santa Fe Opera. Like many cultural institutions, they are interested in connecting with a new demographic of younger and novice opera goers. We leveraged our local community to bring over 200 local micro-influencers to experience Santa Fe Opera in a way that was second nature to them - through photography. Santa Fe Opera provided backstage tours of their world-renowned campus, exclusive talks with members of their production team, and special reserved seating with non-obstructed view where attendees were not only allowed to photograph the dress rehearsal performance, but highly encouraged. Before we began working with the Marketing and Public Relations team at the Santa Fe Opera, photography of performances by anyone other than their staff photographer was strictly prohibited. To this day the attendees of these InstaMeet events are the only exception to the “no photography” rule. See our case study of this incredibly successful series of events here: 2017 #sfoInstaMeet Season at the Santa Fe Opera. (2018 case study coming soon!)

Do you need to start a community building feature account in order to work with micro-influencers? No, but you do need to develop an authentic relationship with your online community. We recommend doing research to see if there are online communities similar to the ones we have built in your area. The organizers of these communities will often have unique insight to the local Instagram community and would be a good asset when planning an InstaMeet of your own. Please keep in mind that the organizers of that community have spent a lot of time cultivating their relationships and they deserve to be paid for their assistance.

You might think this would require a large marketing budget, but we’ve found influencer marketing can work on even limited budgets. We are paid a fee for hosting these events but the micro-influencers who attend our events do not pay a fee to attend and (most of the time) are not paid for attending. The agreement is that attendees trade limited usage of their user-generated content and promotion to their social media following for this truly unique experience.

We are living proof of the positive power of social media done well, and the potential for lasting and meaningful relationships. Curating and creating great content, engaging with our community, and helping promote local businesses here in Santa Fe and throughout New Mexico are what we live and breathe.


2018 #HyattTamaya InstaMeet Influencer Event at Hyatt Regency Tamaya Resort And Spa

On April 21, 2018, Simply Social Media brought fifty Instagram Micro-Influencers from northern New Mexico to Hyatt Regency Tamaya Resort And Spa in Santa Ana Pueblo, New Mexico, for an exclusive VIP influencer event. Participants for this event were cultivated through Simply Social Media’s @travelnewmexico Instagram community.

Photo by Josh Lane

Photo by Josh Lane



Hyatt Regency Tamaya Resort And Spa’s Marketing Goals:

#1: Increase awareness to local community.
The Instagrammers who came were all from Santa Fe or Albuquerque and the surrounding areas.

#2: Highlight specific areas of the hotel.
Corn Maiden restaurant, the spa services, the resort grounds, and the horse stables. Hyatt Regency Tamaya Resort And Spa had recently completed a renovation of their lobby area and wanted to feature it.


Influencers were taken on a behind the scenes tour of Hyatt Regency Tamaya Resort And Spa’s fabulous resort, starting at their premier restaurant Corn Maiden. The corn maiden deity is a symbol of sustenance, survival and life, and their restaurant is a celebration of delicious food, fine wines and good company - all with spectacular views of the Sandia Mountains.


Then we toured the resort, including the Tamaya Mist Spa, the unique Native American Art, their beautifully curated hotel rooms, and their lush grounds and pool area.


Finally, we were whisked away to the Tamaya Stables for a sunset picnic just in time for that magic, golden hour. We got to learn about their Tamaya Horse Rehab program and meet some of the horses.



Five hundred and seventy six Instagram posts, which contained 743 images and 15 videos, were created by 54 unique accounts using the #HyattTamaya hashtag. Engagement on these posts consisted of 23,068 likes and 989 comments. The hashtag potentially reached 68,178 people and made approximately 602,142 impressions during the time period of April 21 to April 29, 2018.

The images and videos posted to Instagram are now available to Hyatt Regency Tamaya Resort And Spa so they may repurpose the user generated content on social media with proper photo credit.

2018 #HyattTamaya InstaMeet Influencer Event at Hyatt Regency Tamaya Resort And Spa Hashtag Report.png
2018 #HyattTamaya InstaMeet Influencer Event at Hyatt Regency Tamaya Resort And Spa Hashtag Report engagement.png
I really had no idea that this magical place existed before the event. Ive been telling all my friends to plan a visit. Thank you for the wonderful hospitality!
— Tami Bayer @tamibayer

Photo Contest

Simply Social Media held a photo contest in conjunction with the InstaMeet event. The photo contest was organized around categories designed to incentive participants to post about the specific areas of the hotel that Hyatt Regency Tamaya Resort And Spa was eager to promote. Images posted to Instagram with the hashtag #HyattTamaya between the dates of 4/21 - 4/29 were eligible to win prizes. The categories of this photo contest were:

  • Corn Maiden Restaurant

  • Tamaya Mist Spa

  • Tamaya Stables

  • Pool and Interior

  • Overall Experience

Below are the photo contest winners chosen by Hyatt Regency Tamaya Resort And Spa.



Overall Grand Prize - Two night stay at the Hyatt Tamaya for the person who posted the most comprehensive story about their experience.

Category Prizes:

  • Corn Maiden Restaurant - Gift certificate

  • Spa - Gift certificate

  • Stables - Trail ride for two

  • Pool and Interior - Gift certificate


Watch what Mikaela Snow said about her experience in her YouTube vlog.