Instagram communication that lifted daily post reach by 38%
End-to-end Instagram communication for Rabkoland — contests, moderation, and influencer collaborations — lifted daily post reach by 38%, and a video shot at the park for the Zaczarowany Świat Sary (Sara's Enchanted World) channel pulled in nearly 3M views.
Our client
Rabkoland is a family amusement park built mainly for families with young children, though older kids, teenagers, and adults will find plenty there too. The park offers close to 50 attractions across six themed zones and stands out for its fairytale atmosphere, colorful design, and attractions matched to different age groups.
It's a popular tourist destination that combines entertainment, outdoor activity, and family togetherness. Rabkoland sits in the Lesser Poland Voivodeship, in Rabka-Zdrój, a kilometer off the Zakopianka — the main road linking Kraków and Zakopane.
The challenge
The challenge was reaching the target audience — families with children, parents planning weekend trips, and people looking for things to do in Lesser Poland — and building an engaged community and real trust around the brand.
- Raising recognition of Rabkoland as a family amusement park and an appealing place to spend time together.
- Broadening brand awareness and reaching new customers through communication that underlines how original the attractions are and how high their technical standard is.
Results
YouTube — Zaczarowany Świat Sary
Our approach
Engaging communication on Instagram
On Rabkoland's Instagram we built our communication around emotion, family fun, and the brand's distinctive fairytale world. Instead of treating the profile purely as an information channel, we chose a light, colorful, and engaging way of talking to families with children.
We moved away from standard sales messaging toward storytelling, humor, and showing what the park actually feels like — so that Rabkoland reads as a place full of adventure, positive energy, and time spent together.
Contests that build engagement
We ran the Instagram contests from A to Z — the idea and the mechanics, the copy, picking the winners, coordinating publication, and talking to the participants.
We designed the contests to activate the community, lift engagement on the posts, and strengthen positive associations with the brand — a natural extension of communication built on fun and family emotion.
Influencer collaborations
We ran the entire influencer process — research and recommendations, first contact, and settling the terms of each collaboration.
One of those collaborations produced an episode of the Zaczarowany Świat Sary channel filmed at Rabkoland, which gathered nearly 3M views on YouTube and reached an entirely new audience.
Moderation and day-to-day contact with the community
We handled day-to-day moderation on Instagram — replying to direct messages, comments, and story mentions — making sure no message from a Rabkoland fan went unanswered.
With a constant presence and fast replies, we improved communication with the audience and drove more activity in the community around the profile.