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La Agenda
Estrella Damm

Taking the #entrenaelalma claim to a new level, we turned Estrella Damm’s Twitter account (Catalonia) into a cultural diary with its own style.

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Estrella Damm is culture. Music, art, gastronomy, sport… the Mediterranean beer is everywhere, at all kinds of events, especially in Catalonia, where it has over 80% of the market share. Its broad portfolio of sponsorships is a source of content for social networks, specifically Twitter, where the brand’s Catalan and Spanish accounts are its most important advocates.

Knowing how well this type of content works on Twitter (ephemeral, fast and easily shareable messages, small doses of information), Estrella Damm suggested we take the @estrelladammcat account a step further and turn it into a diary of “events for training the soul and enjoying life mediterráneamente.” All of this was based on a classic and universal graphical element for event communication: the flyer.

We outlined our proposal based on a classic and universal graphical element for event communication: the flyer.

Using the concept of a “diary of recommendations for training your soul”, the events sponsored by Estrella Damm are divided into sections such as concerts, gastronomy, exhibitions, etc. Depending on the strategic interest of the brand, each event is highlighted with tweets that are published during the week it takes place. It is a quick and immediate format. During that week, Estrella Damm presents a diary of activities that start that day and run for the next seven days.

The goal of each tweet is to be clear and informative. Using the available 140 characters and some supporting images, tweets provide a clear answer to What, When and Where an event is happening. The tone of the copies is fresh and focuses primarily on Why the user should go to that concert or play. The graphical theme, designed by the Querida studio, is based on a flyer format – a recognisable and unified design image for the entire diary, using a typeface with personality that creates a modern look and feel. The flyer then becomes a viral, visible and potentially shareable element on Twitter.

The graphical theme has a recognisable and unified design image for the entire diary, using a typeface with personality that creates a modern look and feel

The flyer is also accompanied by images related to the event, creating a large unit of textual and visual information for each tweet, which upholds Twitter’s spirit of immediacy thanks to its simplicity.

The diary strategy and the iconic graphical theme allow us to evolve individual tweets for events and present new formats. For example, before the weekend starts, several recommended plans are highlighted, gathering different flyers in one tweet. Or if two events with the same theme occur on the same afternoon (e.g. rock and pop music), a tweet featuring both flyers with a call to action is generated so the user can choose between the two options.

By adding this to the prize draws and contests that the account promotes to invite their followers to experience these events, the @estrelladammcat Twitter account has become a dynamic, visual and informative diary, which recommends events that the user can’t miss out on that week.

Results

Over the subsequent 3 months following the implementation of the new strategy and the use of flyers, the account’s followers rose 5%. In the first month alone, impressions grew by 37%, interactions by 44% and tweet interaction by 96% compared with the previous month.

So, in conclusion, we can confirm that the experiment worked: Estrella Damm’s Twitter account became the Estrella Damm Diary, with a distinctive design and a well-defined style. And let’s not forget, the numbers also proved us right.