RELAX Guide

Influencerexposed!

How the RELAX Guide uses a social-first format to make independent hotel reviews visible.

Social Workshops
Tourism
Brand Awareness

+25M.
organic impressions – without an advertising budget
+75.000
new followers gained for the community

Problem

Independent hotel reviews also need visibility in the social feed

For years, the RELAX Guide has been an independent wellness guide for Austria, Germany and South Tyrol. Hotels are assessed anonymously and based on facts. Award-winning establishments receive the coveted “Lilies”, the guide’s seal of quality for excellence in wellness.

On Instagram and TikTok, however, content that presents hotels in the best possible light often dominates. Critical assessment frequently falls by the wayside. This posed a clear challenge for the RELAX Guide: the brand had a well-founded and independent perspective, but needed to communicate it in a way that would also reach a younger target group on social media.

The goal was clear: make independence visible as the key differentiator, expand reach among a younger target group and strengthen brand trust digitally.

Strategy

A reality-check format with a clear voice

Together with Digiknall, the RELAX Guide developed the social-first format “Influencer Exposed!”. The strategic approach: existing creator content becomes the starting point for an expert assessment. Mr Werner, owner of the RELAX Guide, responds to influencer videos via Stitch or Duet and reviews the claims made in them against real test data.

This made the RELAX Guide’s independence tangible directly within the content. The format combines entertainment with understandable information while also giving the brand a face. Mr Werner becomes a recognisable voice who scrutinises claims, addresses mistakes and confirms positive reviews. This creates a counterpoint to purely promotional hotel portrayals without descending into blanket bashing.

Implementation

This is how “Influencer Exposed!” was implemented

Reactions to creator content: Mr Werner responds to influencer videos via Stitch or Duet and puts the claims into context using the RELAX Guide’s test data.

Information instead of advertising: false claims are corrected objectively and comprehensibly. The RELAX Guide also confirms positive claims and adds further knowledge.

Social-first presentation: fast cuts, emotional reactions and catchy hooks make the content accessible for Facebook and Instagram Reels.

A person as the brand voice: Mr Werner is at the heart of the format. His role combines expertise with direct, entertaining communication.

Business Impact

Quality achieves reach

“Influencer Exposed!” has given the RELAX Guide a visible voice on social media. Without an advertising budget, the format achieved 25 million organic impressions. At the same time, 75.000 new followers were gained on Facebook and Instagram. The reach strengthens the brand’s digital presence and brings the RELAX Guide’s independent assessments to a younger target group. In addition, the RELAX Guide reports a significant increase in guidebook sales, which can be directly attributed to the new format.