Social media strategy and management for Café Fortaleza, connecting with people through creativity and valuable content.

Client

Café Fortaleza

Food/ 2022

Services

Social and campaigns
Production
Social Media
Creative direction
Recruitment & CRO
Brand & Business Ads
Campaigns

4 min read

The creation of content capable of offering memorable experiences for the community responds to the main challenge of the project: to promote the recognition, notoriety and brand reach of Café Fortaleza.

Workoholics designs and executes a social media plan focused on Facebook and Instagram, which maximizes the opportunities for communication and business generation through these social channels.

A strategic plan underpins the foundations of Café Fortaleza's presence in social networks.

As a brand created in 1885, Café Fortaleza has a loyal public and a consolidated positioning and brand image. A reference in its sector, it has been present in many moments of our lives and continues to accompany us in our daily lives. Now, social networks are an important communication channel for the historic coffee brand, which wants to continue to relate to its public and strengthen ties with future generations.

The strategic management of social networks that we at Workoholics carry out for Café Fortaleza, is based on a Social Media Plan that starts with an in-depth research work that helps us to know the starting point of the project. Analyzing the market and the activity of the competition allows us to extract useful information that we will then apply in the strategic and tactical approach.

In the strategic phase, we establish qualitative and quantitative objectives in order to assess the effectiveness of the social media plan. After delimiting the different target audiences and specifying the characteristics of the buyer persona, we define the brand personality, which includes the language with which Café Fortaleza will express itself in its communications on social networks, a tone and voice perfectly aligned with the positioning and values of the brand. At the same time, a coherent look&feel is established and, at the same time, capable of elevating the brand's image.

Workoholics has teamed up with Café Fortaleza's marketing team to put the brand's social networks at the service of its business and communication objectives.

Creativity applied to the creation of content with engagement

Next, a tactical plan is drawn up that serves as a guide to nurture with valuable content the different social networks that make up the social ecosystem of Café Fortaleza, without losing sight of the objectives we have set out to achieve. This establishes the pillars that will support a content focused on the interests of people and the values of a brand that projects itself in a friendly and empathetic way with its consumers.

We use the latest formats offered by networks such as Instagram or Facebook and nurture them with content capable of generating engagement, arousing interest in the community and the target audience and reflecting the culture of Café Fortaleza. Among other things, we create recipes for reels, publications with tips and advice about coffee, games or launch sweepstakes that allow us to increase and build community loyalty.

It is established that around 80% of the content published will be focused on people, inspiring and encouraging them to interact with the publications and to live memorable brand experiences.

Cobranding, influencer marketing and brand experiences

Social networks offer brands the loudspeaker they need to reinforce the different campaigns and product launches they carry out throughout the year, allowing them to generate impact and reach new audiences. In this context, we make use of creators and influencers, who help us to promote the message in an organic and relevant way. We also establish relationships with other brands related to Café Fortaleza, such as Chocolates Lacasa or Florbú, with whom we carry out different cobrandings that add value to both parties.

In addition, we devise brand activations with echo beyond the networks. For example, we carry out workshops that are produced in person and online through directs and that allow the brand to connect with its public in a closer, experiential and lasting way.