Project Type
Social Campaign · Creative Direction
ROLE
Strategy · Content · Production · Paid Social
A beautiful property can get attention. The harder part is turning that attention into genuine interest — and giving the right people a reason to take the next step.
BRUMA was built around that journey: get discovered, build desire and turn qualified interest into inquiries.
Brief
Challenge
Solution
One visual world. Multiple ways to tell the story.
The campaign was built around different creative angles and different jobs: earn attention, explain the property, build desire and make the next step easy. Reels, photography, carousels and paid creative worked together across organic and paid social — each playing a role in moving people forward.
Make them feel it before they taste it.
02
01
ORGANIC
Build recognition · Create desire
02
PAID
Extend reach · Test response
Did attention turn into action?
The campaign generated more qualified traffic than planned, but inquiries finished below target. Interest wasn't the main problem. Conversion was. The creative was getting people to explore BRUMA. The next question was what happened between property visit and inquiry.
Credits
Independent concept case study built to demonstrate an end-to-end social campaign.
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