How do you engage with people on social media when they’re already tired of it?
Client
Navidul
Agency
OMD Madrid (Omnicom group)
My role
Conceptualized and executed ideas through structured content calendars and platform-specific copy.
Saborear lo sencillo
Navidul
The Brief
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Problem
Navidul wanted to reconnect with its audience at a time when people were increasingly rejecting social media.
Feeds felt forced, overproduced, and fake, and brands were part of the problem. Chasing likes and followers no longer meant real connection.
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Solution
Instead of fighting for attention on social media, Navidul chose to question it. What if the brand didn’t try to keep people online, but encouraged them to log off and enjoy real life?
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Idea
#SaboreemosLoSencillo.
Navidul used social media to ask Spaniards to put their phones down, step outside, meet at the bar, and savour the moment.
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Impact
The goal wasn’t to gain followers. It was to be remembered. And it worked. The campaign increased sales and, more importantly, strengthened brand love.
From Social Media to Social Insights
Every copy connected with a real Spanish cultural insight.
Some examples:
“Ignoring your followers to meet up with your mates.”
”Followers give you likes. Real friends give you a tapa.”
We played with key cultural moments throughout the year, like the Oscars, to stay relevant.
“Some people deserve an Oscar for the movie they’ve made up.”
Even news outlets became part of the message.
“Instead of fake news, share real gossip with your friends.”
“The only fake news is that tardeo and friends don’t mix.
”There are two types of friends:
the ones who ask for your Wi-Fi password, and the ones who ask for jamón.”
