Essence
With the birth of the Alayan Group, resulting from the merger of different entities and expansion into key markets such as Spain and Portugal, the need to structure a more coordinated and coherent communication across countries became evident. Until then, social presence was fragmented and managed operationally, without a shared strategic vision: publications were not aligned, content lacked distinctiveness, and there was no structured system for measuring brand performance.
Objective
Transform social media from a mere showcase into a real strategic tool for growth.
The goal was to build brand reputation in key markets, supporting the group's international development and strengthening its positioning in a consistent and recognizable way.
Strategy
Having a social presence is no longer enough.
How do you go from "publishing posts" to "building brand equity and international reputation"? We built the strategy around the pillars of Brand Equity, balancing the editorial plan across three levels.
The competitive environment highlighted an additional gap: major players in the industry were already investing in social communication in a structured way, strengthening their presence and recognition in the markets. The Alayan profiles, on the other hand, did not fully reflect the group's strength, size and international outlook, generating a perception that was not aligned with the real corporate positioning. The absence of a clear strategic direction at the social level contributed to reduced digital brand equity and weakened perceptions of leadership, limiting the effectiveness of social channels as a lever for development and positioning.
Result: transforming social into a strategic asset has been the key to consolidating Alayan's leadership in Europe.