Social media · Premium dining · Madrid
A strategy combining social media, audiovisual content, design and digital campaigns to bring the premium experience that Insólito already offered in its restaurant to the online world.
Insólito is a premium restaurant in Madrid with a clear concept: fine dining, mixology, distinctive spaces and an experience designed to be enjoyed beyond the dining table. When Incógnito began working with them in June 2024, the concept was solid and the experience was of a high standard. The brand profile lacked a defined visual identity, the posting frequency followed no strategy, and the content was overly sales-focused. The photographs failed to capture the restaurant’s potential, and there was no differentiation between its key communication areas: cuisine, cocktails, the terrace, events, venues and the team.
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.
Each month began with a planning meeting to set the restaurant’s priority objectives. From there, an editorial calendar was drawn up tailored to each period: seasonal campaigns, promotional launches, event promotion, new menu items, or specific initiatives to boost the terrace and other areas.
Content was distributed strategically according to format and objective: Reels to maximise reach and discovery, carousels to boost engagement, posts to reinforce positioning and visual identity, and Stories to communicate the latest news and immediate promotions.
The organic strategy was complemented by Meta Ads campaigns at key moments in the commercial calendar and influencer marketing initiatives to expand reach organically.
The Black Friday 2024 campaign reached 59,298 accounts, generated 93,954 views and 113,443 impressions. The Christmas campaigns helped to fill the restaurant’s bookings during one of the most important periods of the year.
