Saborear lo sencillo
by Navidul
How do you engage with people on social media when they’re already tired of it?
The Brief
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Problem
Spain’s most iconic jamón brand, Navidul faced a new challenge: people were growing tired of social media, so how do you build a community around real connection?
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Solution
Instead of competing for attention online, we encouraged people to put their phones down and enjoy real-life moments.
The goal wasn’t to gain followers, but to build brand love. Ironically, followers grew from 5K to 30K in just a few weeks, while sales and brand affinity also increased.
Every copy connected with a real Spanish cultural insight.
Some examples:
“Ignoring your followers to meet up with your mates.”
Log out and savor the moment.
”Followers give you likes. Real friends give you a tapa.”
Log off. Meet up. Savor the simple things.
From Social Media to Social Insights
Even news outlets became part of the message.
“Instead of fake news, share real gossip with your friends.”
Log off. Catch up. Savor the moment.
“The only fake news is that tardeo and friends don’t mix.”
The best updates don't happen online.
”There are two types of friends:
the ones who ask for your Wi-Fi password, and the ones who ask for jamón.”
The best connections happen offline.
