Anatomy of a Social Media Campaign
How we built “Date Day with Sylvia” for Jeep Ouray — concept, sequence, overlays, and results.
Every campaign begins with an idea. Sometimes it’s a new business. Sometimes it’s a hobby turned into something more. Or maybe it’s a story worth sharing with the world. However it starts, the way you tell that story online can make all the difference.
Brand: Jeep Ouray @Ouray Riverside Resort
Location: Ouray, Colorado
Season: Fall
Deliverables: 5-slide IG/FB carousel, captions, overlays, hashtags
Turnaround: 24 hours.
Project Snapshot
The shoot itself took place over two days, yielding several hundred images. From those, I condensed to twelve then curated five final frames to carry the social story. Sometimes the assignment is just the shoot. Other times, like here, the photography is woven directly into campaign development—overlays, captions, sequencing, and rollout. Both paths are available, depending on what your project calls for.
Overlay Design Notes
Final Caption + Hashtags
Text (preformatted so readers can copy).
A fall drive turns into a perfect date when the San Juans set the scene. From trail stops to golden hour, every mile feels like a story worth telling.
#Ouray #OurayColorado #VisitOuray #OurayAdventure #SanJuanMountains #JeepOuray #JeepLife #JeepAdventure #JeepColorado #OffRoadLife #AdventureColorado #FallColorsColorado #ColoradoFall #ColoradoJeeping #ExploreColorado #MountainAdventure #ScenicDrives #AdventureTravel #OverlandLife #WesternAdventure
Typography is restrained and cinematic, anchored to natural shadows. Micro-branding sits at 15–20% opacity, just enough to travel when the post gets shared. Consistent placement keeps the set cohesive.
Outcomes
The “Date Day with Sylvia” campaign delivered measurable reach and lasting assets:
Ad Performance (5-day run, $70 spend):
~6,700 views
~5,700 reach
~270 engagements (likes, saves, shares)
~260 profile visits
~90 new followers
Cost per profile visit: $0.29Extended Use of Assets:
The five-slide story was not limited to Instagram and Facebook. The same imagery was leveraged across Jeep Ouray’s website and email marketing campaigns, extending visibility beyond social platforms.Print Collateral:
Selected frames were also adapted for printed materials around the resort, ensuring consistency between online presence and on-site guest experience.Overall Value:
A single two-day photo shoot yielded a cohesive content package—digital campaign, branded overlays, and print-ready collateral—demonstrating how one production fuels multiple channels.