SOCIAL MEDIA STRATEGY
A winning multi-brand and multi-platform strategy
During my tenure as a Social Media Strategist at McCann Worldgroup, I had the opportunity to develop a comprehensive social media strategy for one of our key clients, Barceló Hotel Group. This project was centered around elevating the social presence of their four distinct brands: Barceló, Royal Hideaway, Occidental, and Allegro.
To achieve this, I conducted in-depth research into the social media landscape within the tourism industry, analyzing trends, consumer behavior, and competitive performance. Leveraging these insights, I crafted a tailored social strategy that aligned each brand’s unique identity with the specific nuances of platforms like Instagram, Facebook, Twitter, YouTube, and LinkedIn.
The strategy focused on enhancing engagement and brand awareness across all stages of the customer journey, from inspiration to booking and beyond. This involved developing content that resonates with each brand’s target audience, optimizing the use of each platform, and recommending best practices for visual storytelling, community management, and paid social campaigns.
About Barceló Hotel Group
Barceló Hotel Group, the hotel division of Barceló Group, is the 2nd hotel chain in Spain and the 29th largest in the world. It currently has more than 250 4 and 5 star urban and holiday hotels, and more than 55,000 rooms, distributed in 22 countries and marketed under 4 brands.
In addition to managing the corporate accounts, my team and I were in charge of running the social media profiles of 35+ hotels located in Latin America and Spain.
About McCann Worldgroup
McCann Worldgroup is a leading global marketing solutions network whose professionals are united across 100+ countries by a single vision: To help brands earn a meaningful role in people’s lives. McCann Worldgroup was named “Global Agency Of The Year” by Adweek magazine, “Network of the Year” by the Cannes Lions, the world’s most creatively-effective marketing services company by the Effie Awards (for three consecutive years), “Global Network of the Year” by Campaign Magazine and “Network of The Year” by The Webby Awards. Fast Company named McCann Worldgroup to its list of The World’s Most Innovative Companies.