To boost brand awareness at an international level with tailor-made Instagram content that reinforces Estrella Damm’s positioning and brand territory.

Until 2016, the Estrella Damm Instagram account was being bombarded with all manner of brand content. The challenge was to create a long-term content line, international in nature and aesthetically striking, that would be useful to our community and fall within the Estrella Damm brand concept: the now-famous “Mediterráneamente”.

This is how the Spots Guide came into being. An editorial proposal which, as a travel guide built on Instagram, suggested idyllic Mediterranean locations that were also geolocated.

In 2018, and with more than 150K followers, we evolved the concept of the guide by integrating a totally new perspective: sustainability. We transformed it into an environmentally conscious guide based on love and respect for the Mediterranean which, without sacrificing any of its visual power, focused on stories about preserving the nature and culture of the Mediterranean.

The idea was to capitalise on every possibility offered by Instagram, using all of the platform’s existing formats as they launched. In total, we posted more than 200 photos on the grid: two-thirds were self-produced, with another third coming from collaborations with some of the platform’s most well-known photographers, and they all featured the hashtag #MediterraneanVibes.

Alongside this, we used Stories to go behind the scenes at the photo shoots and complemented the project with polls about fun Mediterranean facts.

We also made the Guide available on Estrella Damm’s website, so all the spots could be explored, saved and even used to create routes.

The positive reception given to the project by users meant that some of the content could be exported to other platforms like Facebook and Twitter.