We went beyond the hashtag #mediterráneamente: transforming Estrella Damm’s Instagram account and making it the ambassador for the Mediterranean lifestyle worldwide.
If there is a brand that has worked best with storytelling and made the imagery that surrounds the Mediterranean Sea its own, then it is Estrella Damm. Mediterráneamente went from being a claim from a beer campaign in 2009 to the representation of everything that reminds us of the Mediterranean lifestyle; a hashtag that today has more than 140,000 photos on Instagram (both the Spanish and Catalan versions), and has become a part of the daily lives of users, crossing Estrella Damm’s own brand barriers.
Instagram has grown up. It’s been a long time since the days when it was just Facebook’s little brother, the one with the pictures. That’s why brands are increasingly creating strategies for this platform. Copying the same content that gets posted on Facebook and Twitter is not enough anymore. Estrella Damm needed its own Instagram account. It had to be important, with personality and undeniably representative of the #mediterráneamente concept. We had a clear vision: we needed to turn Estrella Damm’s account into a guide to the Mediterranean’s best places, a profile on which we could display high quality pictures of the places, people and lifestyle that is so characteristic of this part of the world. In other words: “discover the Mediterranean’s most unique places and experience them #mediterráneamente.”