Camp Med-O-Lark
An arts sleepaway camp running since 1967 — 724K Instagram views and a 5× TikTok breakout.
4 months
Over 724,000 views and 238,000+ accounts reached on Instagram, with consistent month-over-month growth and expanding reach to new audiences.
Over 158,000 TikTok views, with February alone reaching 126K — a 5× monthly spike showing strong breakout performance and algorithm traction.
Scaled TikTok by nearly 500 followers, with accelerated growth tied to high-performing, shareable content.
Over 12,000 likes, shares, and saves across Instagram, signalling a highly engaged audience.
Camp Med-O-Lark is an arts-focused sleepaway summer camp in Washington, Maine, operating since 1967. It welcomes kids aged 7–16 with 50+ activity choices spanning visual arts, performing arts, music, circus, culinary arts, and traditional camp activities — all in a deliberately non-competitive environment. The opportunity was to reach the people who actually make the decision — parents — and translate nearly six decades of camp magic into content that earns attention and enrolment in a digital-first world.
We built the content around the parent as decision-maker, balanced three content pillars so the feed stayed both useful and fun, and reframed activities as the life skills kids take home — independence, confidence, patience, resilience.
Speak Directly to Parents
Content targets parents as the decision-makers, highlighting the value of camp through growth, development, and real-life benefits for their children.
Balance Three Content Pillars
A mix of educational, aspirational ("vibe"), and tips-based content — keeping the page informative for parents while staying fun, engaging, and easy to consume.
Showcase Life Skills Beyond Activities
Goes beyond what kids are doing to what they're gaining, positioning camp activities as a way to build independence, confidence, patience, and resilience.
Maintain Community Through Nostalgic Content
Uses b-roll and light trending content to create nostalgia and connection, giving past campers and families a reason to stay engaged and revisit the page.
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