One of the social media campaigns I’m most proud of was a branding initiative for La Tagliatella, a popular restaurant chain in Spain, during Valentine’s Day 2024. The campaign, titled “El placer del topicazo” (The Joy of the Cliché), transformed a perceived weakness into a powerful strength.

In 2023, we noticed a recurring trend on X (formerly Twitter) where users humorously associated La Tagliatella with being the stereotypical, "unoriginal" Valentine’s Day dinner choice. Some users joked about it negatively, while others defended the restaurant and its food, celebrating the joy of simple pleasures. The discourse even spurred memes about how the brand thrived on this day. While the brand previously only engaged passively with these conversations, my team and I saw an opportunity to fully embrace the topic in 2024.

With client approval, we launched “El placer del topicazo”, a bold and humorous campaign that leaned into the stereotype with a playful tone. The campaign celebrated the idea that clichés, like going to La Tagliatella for Valentine’s Day, can bring genuine happiness. The messaging invited everyone to embrace the small, mundane pleasures that make life enjoyable.

I developed the campaign strategy, supervised the project, coordinated the team, managed the budget, and served as the liaison between the client and our team. The results exceeded expectations:

The campaign dominated social media discussions, solidifying La Tagliatella as the top-of-mind restaurant for Valentine’s Day.

It generated significant user engagement, with people sharing their own stories and reactions to the campaign.

Influential marketing platforms and individuals highlighted it as a standout campaign of the season.

For example, the campaign was featured in articles on platforms like Marketing Directo and gained traction on TikTok and Instagram:

This experience showed the power of leveraging insights to turn potential challenges into impactful branding opportunities, and it reinforced my passion for creating meaningful and strategic social media campaigns.

I approach content creation by first understanding the target audience—what they like, how they consume content, and what makes them engage. I research trends, analyze platform insights, and adapt my style to match their preferences. For Gen Z, I use fast cuts, trending audio, and interactive elements. If I’m speaking to a more professional audience, I focus on storytelling, educational content, and clear value. No matter the audience, I test different formats, track performance, and refine my strategy based on what works best, ensuring every piece of content truly resonates.

I have experience as a social media specialist in a ditial agency, where I have worked for 'La Tagliatella' restaurants, crafting engaging visuals that resonate with their audience. As a Gen Z, I stay on top of trends and understand what makes content shareable. For Dr. Brandt’s ‘Green Routine,’ I’d create a visually immersive experience using lush greenery, smooth transitions, and product-focused close-ups to highlight key ingredients. By incorporating trendy elements like ASMR or transitions in tune with the music, I’d ensure the video is both captivating and on-brand for Dr. Brandt’s audience."