Les Elfes International

Full-Funnel Strategy, Paid Media & Content Systems

Three campers jumping on the grass above Verbier — Photos courtesy of Les Elfes International

Since November 2025 I have led the digital strategy for Les Elfes International, the Swiss international camp that has welcomed children to Verbier every summer and winter since 1987.

The brief was to grow the digital presence and generate leads. That meant building the foundations first: a clear audience, a full funnel, and a way to see what was working.

What I do for Les Elfes International

Social & Paid Audit: A health check of every platform, the audience, the competitors and the tracking. This is usually where the real brief appears.
Strategy & Playbook: Goals, KPIs, personas, content pillars, tone of voice and a clear role for every channel.
Full-Funnel Paid Media: Meta campaigns covering awareness, consideration, traffic and retargeting, following the way families actually decide.
Content Systems & Calendars: Monthly planning, copywriting, scheduling and publishing across Instagram, TikTok and Facebook.
Measurement & Reporting: A live Looker Studio dashboard, monthly reports that end with a recommendation, and quarterly reviews with the CEO.
Creative Direction: Quarterly brainstorms with the team, new formats and content briefs built on what the data shows.

Campers raising their ski poles on the slopes

Paid Media

A Funnel for a Decision That Takes Months

Families don't choose a camp after seeing one ad. They talk about it for weeks, compare a few options, and come back several times before anyone signs up. Yet the only campaign running asked people who had never heard of Les Elfes for their contact details. I rebuilt paid media so the camp is there at every stage of that conversation, from the first time a parent sees it to the moment they are ready to book.

Results

18×monthly impressions94K to 1.7M in five months
82%lower cost per thousand impressions
82%lower cost per click

A camper catching a ball, filmed from the side

TikTok

One Camp, Two Audiences

A camp is chosen by two people who want different things. Parents need reassurance. Teenagers need to want to go. Instagram and Facebook speak to the parents, so TikTok became the place for the campers themselves, with content made for the platform and captured at camp. It went from two videos a month to the fastest growing channel.

Results

18×monthly views4.2K to 76K once posting became regular
2×followers512 to 1.1K
+88%average watch time4.3s to 8.1s

Campers arriving at the chalet with their luggage

Landing Page

The Ad Is Only Half the Job

Paid was bringing people in, but almost six in ten visitors from an ad left straight away. The page asked for a commitment before it had answered the question the ad had just raised. Rebuilt to answer that question first, the same visitors started to stay.

Results

4.7×sessions from ads143 to 674 in two months
1.9×engaged sessions41% to 76%
59%fewer visitors leaving straight awayfrom 59% of ad visitors to 24%

Campers smiling together at the summer Holi festival

Summer 2026

The Quiet Months Make the High Season

For a seasonal business, the work done before the season is what makes the season count. By June the audience was built, the funnel was warm and filming was planned, so the camp's busiest weeks became its strongest weeks online too.

Results

4×new Instagram followers in June947, against an average month
+62%average time on the websiteJuly, year on year
+54%search click-through rateJuly, year on year

If any of this sounds like where you are, I would love to chat.

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