Comprehensive social strategy for Spaesati, an Instagram community dedicated to telling the story of authentic Tuscany. The project transforms the profile into a participatory ecosystem, capable of engaging citizens, tourists and local government in a shared narrative of the territory.
Client:
Spesesati
Sector:
Tourism
Year:
2025
Services:
Editorial Design, Keyword Research, SEO
The Project:
Spaesati was born with the ambition of becoming the digital reference point for those who love authentic Tuscany. The goal was not to create a simple showcase of “beautiful photos,” but to build a living digital ecosystem capable of connecting tourists, citizens and local governments (municipalities) in a shared narrative of the territory.
Challenge:
Emerging in the Travel industry on Instagram requires more than just aesthetics. Critical issues addressed included:
- Identity vs. Noise: Stand out in a feed saturated with standardized tourism images by offering an authentic, noncommercial point of view.
- Engagement Reale: Trasformare i follower passivi in “ambassador” attivi del territorio, stimolando la condivisione spontanea.
- Continuità Editoriale: Mantenere alto l’interesse nel lungo periodo per trasformare il progetto da “pagina Instagram” a “partner istituzionale” per i comuni.
Approach:
Abbiamo puntato tutto sull’Autenticità e sul Senso di Appartenenza.
- Strategia di comunicazione del valore Abbiamo sostituito la comunicazione istituzionale con un tono di voce “local”: caldo, accogliente e fiero. Il brand non parla al pubblico, ma con il pubblico, utilizzando il dialetto e l’umorismo toscano come collante culturale.
- Content Curation & UGC (User Generated Content) Instead of producing only our own content, we created a network with local freelance photographers. Enhancing their shots triggered a virtuous circle: creators shared the Spaesati brand for visibility, organically expanding the reach of the page.
- Influencer Marketing “Relazionale” Abbiamo coinvolto personalità dello sport, dello spettacolo e creator non solo per “fare numeri”, ma per raccontare esperienze. Le Stories e le clip non erano spot, ma diari di viaggio, aumentando la fiducia e l’empatia verso il brand.
Achievements
A strategy that turned an Instagram profile into a digital destination:
- Creating an Active Community: Developing a highly loyal user base that interacts with the brand on a daily basis.
- Viralità dei Contenuti: Alto tasso di condivisione (Share) e salvataggio (Save) dei post, metriche chiave per l’algoritmo e la visibilità organica.
- Territorial Network: Initiating strategic collaborations with local governments and municipalities, validating the project as an asset for regional tourism.
Portfolio
AI-based conversational experiences designed to integrate functionality, aesthetics, and brand voice.
