Complete social strategy for Spaesati, an Instagram community dedicated to showcasing authentic Tuscany. The project turns the profile into a participatory ecosystem, able to engage locals, tourists, and local governments in a shared storytelling of the region.

Client:

Disoriented

Sector:

Tourism

Year:

2025

Services:

Editorial design, Keyword research, SEO

The Project:

Spaesati was created with the ambition of becoming the digital go-to for anyone who loves authentic Tuscany. The goal was not just to make a simple showcase of "pretty pictures", but to build a living digital ecosystem capable of connecting tourists, locals, and town halls (Municipalities) in a shared storytelling of the region.

The Challenge:

Standing out in the travel sector on Instagram requires more than just aesthetics. The challenges addressed included:

Identity vs. Noise: Standing out in a sea of basic tourist pics by keeping it authentic and totally non-salesy.
Real Engagement: Transforming passive followers into active "ambassadors" of the territory, encouraging spontaneous sharing.
Editorial Continuity: Keeping the hype alive long-term to level up the project from just another "IG page" to a legit "go-to partner" for local towns.

The Approach:

We bet everything on Authenticity and a Sense of Belonging.

Value-Driven Comms Strategy We swapped stuffy corporate speak for a cozy, proud, and super local voice. The brand doesn't talk at people, it chats with them, using Tuscan slang and humor as the ultimate cultural glue.
Content Curation & UGC (User Generated Content) Instead of only producing our own content, we teamed up with a network of local freelance photographers. Highlighting their shots kicked off a virtuous cycle: the creators shared the Spaesati brand for exposure, organically boosting the page's reach.
“Relational” Influencer Marketing We brought in sports figures, celebs, and creators not just for the numbers, but to share real experiences. Stories and clips weren't ads—they felt like travel diaries, boosting trust and good vibes with the brand.

Results achieved

A strategy that turned an Instagram profile into a digital destination:

Creation of an Active Community: Development of a highly loyal user base that interacts daily with the brand.
Content Virality: High rates of post shares and saves, which are absolute game-changers for the algorithm and organic reach.
Territorial Network: Launch of strategic collaborations with local authorities and municipalities, validating the project as an asset for regional tourism.