Way Up Creative × Magic Safari
I will help Magic Safari lodges step into the lead role of their social media journey by owning the first act, strengthening the middle relationship, and nurturing the connection long after the first visit.
Before We Dive Deeper, Let's Look at Best Practices
To give you context on my content approach, I'll share strategic examples of carousel storytelling, reel discovery tactics, and story connection building that drive engagement and build authority.
Carousel Best Practices
Swipe For Reel Best Practices →
Why It Works
Carousels are designed for storytelling and time on screen.
The algorithm rewards engagement, and carousels naturally encourage it. Multiple slides mean more time viewing, more chances to stop mid-scroll, and more reasons to save for later.
Strategic carousels aren't just about volume, they're about value per swipe. Each slide must earn the next.
Pattern Interrupts
Start with curiosity. Ask a question, show a surprise, or create contrast that demands a second slide.
Narrative Flow
Each slide builds on the last. Create momentum through sequencing, progression, or revelation.
Shareability
End with educational value, transformation, or a satisfying payoff that's worth saving and sharing.
Reel Best Practices
Swipe For Stories Best Practices →
Built For Discovery
Short, intentional, high-energy edits catch attention, spark curiosity, and open the door for deeper storytelling.
Thoughtful Craft
Every clip matters. Choose shots with movement, rhythm, and clean framing.
Engagement Hooks
Start strong with a surprising moment, question, or pattern interrupt.
Visual Payoff
End with a reveal, transformation, or transition that satisfies and encourages saves.
Why Reels
Reels sit at the intersection of attention and algorithm.
They compress story, pace and intent into a format the platform prioritises, meaning the right 8 seconds can travel further than a month's worth of static content.
Reels aren't just for reach; they're for discovery, authority and momentum.
They turn consistent creativity into compounding visibility.
That's their real power.
Story Best Practices
Swipe For Carousel Best Practices →
Built For Proximity
Where carousels build discovery and reels drive reach, stories build relationship and loyalty through consistent connection.
Micro-Moments of Presence
A sunrise, ranger update, or behind-the-scenes moment creates emotional stickiness and familiarity.
Layered Context
Stories add depth and personality. Think of them as the glue that holds the content ecosystem together.
Low-Bar, High-Return
Polls, sliders, and questions turn passive viewers into active participants. Every tap is a micro-commitment.
Why Stories
Stories are built for proximity. They create the feeling of being closer to the brand, more human, more real, more present.
Stories thrive on frequency, personality, and context. They are the touchpoints that keep a lodge top-of-mind, deepen trust, and guide guests through the softer, emotional stages of the decision-making journey.
Great stories aren't about perfect content. They're about consistent connection.
Guests see stories daily. That repetition builds psychological safety, reduces hesitation, and strengthens belief that "this is the place for me."
Trust through repetition.
Let's Take A Practical Turn
A growth case study to demonstrate the initial mindset that will be applied within my content funnel methodology. A taster of what's to come, if you will.
Dream Phase
Top of Funnel
Emotional storytelling that sparks desire. Wildlife encounters, golden hour moments, the romance of the bush.
Research Phase
Middle of Funnel
Educational carousels, reels, blogs. Safari guides, best seasons, what makes the lodge unique.
Decision Phase
Bottom of Funnel
Newsletters, DMs, lead nurturing. Personalised follow-ups that convert interest into bookings.
Content Architecture
I whipped up some strategic buckets within the context of Chitwa Chitwa
Bucket themes create structure and prevent random posting. They guide high-value guests from curiosity to connection to booking.
Each bucket serves a specific purpose in the guest journey. Together, they create the full first act, establishing voice, visual rhythm, and narrative architecture that moves people through the funnel with intention.
TOP FUNNEL: Awareness and Emotional Discovery
These buckets capture attention, spark imagination, and draw new viewers into Chitwa Chitwa's world.
The Chitwa Chitwa Universe
Immediate, emotional introduction through wildlife, landscapes, textures, light.
Description
The immediate, emotional introduction to Chitwa Chitwa's world. Wildlife, landscapes, textures, light, and atmosphere.
Strategic Purpose
Pull new audiences in through beauty and curiosity.
Stories of the Wild
Wildlife narratives with movement, drama, and emotional depth.
Description
Narratives where wildlife becomes a character. Movement, drama, and emotional insight.
Strategic Purpose
Build intrigue, deepen fascination, connect nature with feeling.
MIDDLE FUNNEL: Understanding, Context, and Identity
These buckets help users understand 'why Chitwa Chitwa' through meaning, culture, design, and the human experience.
The Chitwa Chitwa Experience
Sensory immersion into daily lodge rhythms and guest moments.
Description
The sensory and daily rhythm of staying at Chitwa Chitwa. Morning rituals, game drives, food, staff, lodge details, stillness at the lake.
Strategic Purpose
Show what it feels like to be there.
Portraits of Place
Deep dive into Sabi Sands heritage, ecology, and landscape soul.
Description
A deeper look at Sabi Sands, heritage, ecology, and the landscape's soul.
Strategic Purpose
Anchor Chitwa Chitwa's identity in something bigger than the lodge.
BOTTOM FUNNEL: Connection, Reassurance, Conversion
These buckets build trust, answer the subconscious questions, and move users closer to booking.
Humans of Chitwa Chitwa
The people, personalities, and personal touches that create trust.
Description
Rangers, trackers, chefs, hosts, guides, managers. Their knowledge, humour, presence, rituals, and personal touch.
Strategic Purpose
Create relational trust and the reassurance that 'these are the people who will take care of me.'
Caption Philosophy
A great caption doesn't just inform or reiterate. It hooks. It engages. It transports. Strategic captions increase discoverability, deepen brand affinity, and move guests through the decision funnel.
- →Lead with a curiosity hook
- →Anchor the guest into the narrative (identity-based writing)
- →Layer metaphor or visual language to enhance recall
- →End on a signature tone that reinforces the Chitwa Chitwa mythos
Case Study: Bossenberg—From Zero to Authority
How strategic content turned a 4x4 outdoor brand from 0 followers into an engaging local brand with measurable conversions.
Last 90 Days Performance
Content Strategy Breakdown
Current Market Activity vs Proposed Deliverables
Real-time analysis of competitor posting cadence and how our plans compare
| Brand | Current Activity | Foundation Plan | Growth Plan | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Carousels | Reels | Statics | 90-Day Avg | Carousels | Reels | Statics | Monthly Total | Carousels | Reels | Statics | Monthly Total | |
Chitwa Chitwa chitwa.co.za | 11Nov '24 | 7Nov '24 | 6Nov '24 | 26.7posts/month | 8 2/week | 20 5/week | 4 1/week | 16 posts/month | 12 3/week | 40 10/week | 8 2/week | 28 posts/month |
Camissa House camissahouse.com | 0August 2024 (7 statics) | 05 since '22 | 0 | 0posts/month | 8 2/week | 20 5/week | 4 1/week | 16 posts/month | 12 3/week | 40 10/week | 8 2/week | 28 posts/month |
Silvan Safari silvansafari.com | 2Nov '24 | 3Nov '24 | 4Nov '24 | 11.3posts/month | 8 2/week | 20 5/week | 4 1/week | 16 posts/month | 12 3/week | 40 10/week | 8 2/week | 28 posts/month |
Ellerman House ellerman.co.za | 3Nov '24 | 1Nov '24 | 6Nov '24 | 10.0posts/month | 8 2/week | 20 5/week | 4 1/week | 16 posts/month | 12 3/week | 40 10/week | 8 2/week | 28 posts/month |
Current Average Across Brands
12
posts per month
Foundation Plan Average
16
posts per month (+33%)
Growth Plan Average
28
posts per month (+133%)
Monthly Deliverables by Brand
Total Monthly Investment
R77,996/month
Click To Add / Remove Plans
Select Foundation or Growth for each brand. Total updates automatically.
| Brand | Foundation Plan | Growth Plan (Recommended) | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Statics | Stories | Reels | Carousels | Blog | 💰Price | Statics | Stories | Reels | Carousels | Blog | 💰Price | |
Chitwa Chitwa chitwa.co.za | 4 posts (1/week) | 20 stories (5/week) | 4 basic reels (1/week) | 8 carousels (2/week) | 1 blog post | R14,999 /month | 8 posts (2/week) | 40 stories (10/week) | 8 reels (2/week) | 12 carousels (3/week) | 2 blog posts | R32,999 /month |
Camissa House camissahouse.com | 4 posts (1/week) | 20 stories (5/week) | 4 basic reels (1/week) | 8 carousels (2/week) | 1 blog post | R14,999 /month | 8 posts (2/week) | 40 stories (10/week) | 8 reels (2/week) | 12 carousels (3/week) | 2 blog posts | R32,999 /month |
Silvan Safari silvansafari.com | 4 posts (1/week) | 20 stories (5/week) | 4 basic reels (1/week) | 8 carousels (2/week) | 1 blog post | R14,999 /month | 8 posts (2/week) | 40 stories (10/week) | 8 reels (2/week) | 12 carousels (3/week) | 2 blog posts | R32,999 /month |
Ellerman House ellerman.co.za | 4 posts (1/week) | 20 stories (5/week) | 4 basic reels (1/week) | 8 carousels (2/week) | 1 blog post | R14,999 /month | 8 posts (2/week) | 40 stories (10/week) | 8 reels (2/week) | 12 carousels (3/week) | 2 blog posts | R32,999 /month |
Click on any plan column to select it for that brand. The total investment updates automatically.
Click on any plan column to select it for that brand. The total investment updates automatically.
Total Monthly Investment
R77,996
Click blocks to add optional services for each brand. One-off costs with 20% discount applied.
Chitwa Chitwa
Camissa House
Silvan Safari
Ellerman House
All add-on prices include 20% discount. These are once-off costs, not monthly recurring.
Foundation Plan
Match + Improve Framework
R14,999/month per brand
Consistent weekly output: 1 post, 2 carousels, 1 basic Reel, and 5 Stories per week, plus 1 blog post per month.
Each brand receives the same professional cadence, ensuring a professional presence that matches or exceeds current market standards.
Growth Plan
Industry-Leading Presence
R32,999/month per brand
Aggressive weekly output: 2 posts, 3 carousels, 2 Reels, and 10 Stories per week, plus 2 blog posts per month.
This accelerated cadence positions each brand as a category leader with significantly more content volume and strategic variety that drives measurable engagement.
Impressions → Enquiries → Revenue
My service structure is designed to meet you where you are — whether you need consistency or growth.
Foundation
Consistency & narrative structure
Match + Improve Framework
Match what you're doing, then significantly improve it.
→ 1 post/week becomes 3 posts/week
→ Static posts become carousels
Core Deliverables
A foundation built on structure, consistency, and meaningful storytelling.
Growth
Full funnel strategy & premium production
5-Bucket Funnel Method
Strategic content across five intentional buckets. No more than two unfilled per fortnight.
Core Deliverables
Note: Filming not included — see add-ons
High-end production, strong funnel impact, and commercial expansion.
Featured Clients
Sony Alpha RSA
2023 - 2025 Social Media Management And Content Production
Sony Alpha Nigeria
2023 - Present: Full social media, community touch point management and design
Bossenberg
Full-house creative package from content creation and growth ads to sales funnel development and leads + conversion optimisation
Keys To Dubai
2025 - present: Publishing management. Smart carousel, thumbnail and static design. YouTube publishing management.
Vivo
Device launch production and short form social media content creation
The Mattress Warehouse
Content production: Black Friday campaigns from writing to final delivery
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I'm Louw Lemmer. For over a decade I've been capturing stories for brands, behind the lens, in the edit, and through the strategy that holds it all together. I've built communities, directed campaigns and created visuals that carry meaning, not just polish.
I care about detail, but I care even more about connection. My work is rooted in storytelling that feels honest and modern. I believe the strongest brands aren't built through hard sells, but through narratives that people want to engage with, remember and return to.
Lekker, Philip, you made it to the bottom.
If you're keen to explore next steps, just drop me a WhatsApp.