The key decision was clear from the outset: not to promote dishes, but to promote an experience. The aim was not to increase the number of posts, but to build a recognisable brand capable of conveying, at first glance, the quality and personality that customers encounter when visiting Insólito.

What was ruled out is just as important as what was done: no actions aimed at vanity metrics, no content disconnected from the restaurant’s actual experience, and no campaign without a specific business objective behind it.

The strategy was structured around five key decisions: a comprehensive audit before creating any content; the development of a coherent visual identity; the production of original audiovisual content; an editorial strategy based on six content pillars; and continuous optimisation with amplification through Meta Ads and influencer marketing.