Case Study: Carmel-by-the-Sea boosts social engagement and earned media with The Abbi Agency

Carmel-by-the-Sea boosts TikTok follower growth 1867% with The Abbi Agency

The city of Carmel-by-the-Sea sought to distinguish itself in a competitive post-pandemic travel market and attract a new, younger demographic of visitors. The Abbi Agency leveraged a specific influencer relations service to capitalize on the viral "Coastal Grandmother" TikTok trend, aligning it with the destination's classic coastal aesthetic.

The Abbi Agency's solution was to partner with the trend's originator for an itinerary-style visit, creating authentic content for TikTok and a complementary Instagram giveaway. This strategy significantly expanded the destination's reach. Measurable results included a 1867% increase in TikTok followers, over 295,000 views from earned media coverage in major outlets, and substantial engagement across both social platforms.

Carmel-by-the-Sea