Pachamama Journeys
TIMELINE:
February - May 2025
CAMPAIGN:
Brand Awareness - Facebook and Instagram
MY ROLE:
Paid Social Manager and Creative
Introduction
Pachamama Journeys is a culturally immersive travel program that brings conscious travelers into direct connection with the Indigenous Achuar and Shuar communities of the Ecuadorian Amazon.
As part of Fundación Pachamama’s Ecotourism and Human Footprint program, these journeys offer an alternative model of tourism—one that prioritizes the protection of the Amazon rainforest while supporting Indigenous self-determination. By facilitating these experiences, Pachamama Journeys helps generate sustainable local income and strengthens community-led enterprises that preserve ancestral knowledge and cultural traditions.
My Role
As the sole Social Media and Paid Advertising Manager on a two-person marketing team at Pachamama Alliance, I led the end-to-end execution of this campaign while collaborating closely with the Digital Communications Manager at Fundación Pachamama, our sister organization in Ecuador who runs the program. My responsibilities included:
Paid Social Strategist & Campaign Manager
Built, launched, and managed the full campaign in Meta Business Suite, continuously optimizing based on performance insights.Creative Producer
Developed two short-form video ads, a carousel ad, and multiple static creatives using existing brand assets (photo and video footage from past trips).Digital Marketer & Funnel Builder
Designed and built a custom landing page to convert ad traffic into email leads, helping nurture potential travelers.Copywriter
Wrote compelling ad headlines, captions, and landing page copy tailored to inspire trust and curiosity in high-intent travelers.Project Manager
Acted as the primary liaison between our U.S. team and the Pachamama Journeys team in Ecuador to ensure alignment and timely execution.
The Challenge
Pachamama Journeys wanted to increase trip bookings by reaching a niche audience of eco-conscious travelers and adventure seekers. However, with trips starting at $4,000 and no prior investment in paid advertising, the brand needed to first introduce the experience and establish credibility and trust with its audience.
To address this, I focused on building awareness and credibility for the brand by launching a multi-phase Facebook and Instagram ad campaign—designed to introduce our target audience to the brand and capture qualified leads for personalized outreach and long-term relationship building.
Goals
Business Goals
Expand Brand Awareness on Social Media
Having previously relied on word-of-mouth marketing, our goal was to introduce Pachamama Journeys to a broader, digital-first audience of eco-conscious travelers. Through compelling visuals and mission-driven messaging, we aimed to communicate the unique value and cultural depth of each trip.
Increase Bookings for Pachamama Journeys
Following the initial awareness campaign, we launched a targeted conversion campaign offering a limited-time $250 discount to incentivize bookings and drive measurable results.
Audience Outcomes
Spark Discovery and Curiosity
Use visually rich ads as an entry point to capture attention and drive potential travelers to a dedicated landing page highlighting the purpose, experience, and itinerary of Pachamama Journeys.
Build Emotional and Mission-Based Connection
Appeal to travelers aligned with environmental and social impact values by clearly communicating how Pachamama Journeys supports Indigenous communities and rainforest conservation. We focused on attracting not just adventure seekers, but conscious explorers invested in responsible travel.
Lower Decision-Making Barriers
Acknowledge the high-consideration nature of a $4,000+ trip by offering a clear next step: a 30-minute consultation call. This created space for deeper conversation, helping potential travelers feel informed and supported in their decision.
The Process
Defining the Target Audience
We wanted to get really clear on who our ad woud.
Conveying our Unique Selling Points
Differentiating us from competitors.
