THE CHALLENGE
A social media strategy developed for La Cumbre, an Argentine bakery brand, with a strong focus on Instagram as the main communication channel.
The project aimed to organize the brand’s digital presence through clear content pillars, a friendly tone of voice and a visually consistent system, combining strategy, creativity and execution.
the approach
The strategy was built around content variety and audience engagement, prioritizing feed consistency and interactive stories to strengthen brand recall and community connection.
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Content pillars definition
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Feed-focused visual consistency
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Interactive stories to encourage participation
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Adaptable content system for long-term use
AI-Assisted Visual Content
Due to production constraints, part of the visual content was created using AI-generated imagery, following brand guidelines and creative direction.
AI was used as a tool to enhance visual storytelling, allowing the brand to maintain a steady content flow while preserving a cohesive visual identity.
Strategy & Execution
Beyond the initial strategy, I continued applying and executing the proposed content system over time, adapting it to the brand’s ongoing needs and current social media presence.
Selected Content
This project highlights the importance of building flexible social media systems that allow brands to stay active, relevant and engaging over time.
social media strategy & content· 2025
Project developed as part of my work at AGENCIA ALMA advertising agency.