

Bringing a Lavapiés cocktail bar to life online
Scratch Cocktail Bar in Lavapiés, Madrid, was one of our first deep dives into social media management, and it became a foundational project in shaping our approach to brand storytelling in the hospitality space.
When Fernando, the passionate founder of Scratch, approached us, he had a clear vision: to create a cocktail bar that wasn't just a place to drink, but a brand rooted in craft, creativity, and community. Our role was to translate that vision into a digital identity, starting from zero.

Our objective
- Launch Scratch's Instagram presence from scratch
- Establish a strong, visually distinct brand identity
- Drive local awareness and footfall
- Showcase cocktail culture through a modern, trend-sensitive lens

Our approach
We began with a simple but effective north star: create content that looks as good as the cocktails taste, and make people want to visit not just for a drink, but for the experience.

Visual & content strategy
- Created a visual language that reflected Scratch's vibe: raw, cool, and high on craftsmanship
- Focused on engaging formats: behind-the-scenes prep, cocktail-making videos, bartender spotlights, event coverage, and ambience reels capturing the soul of Lavapiés

Video production & editing
- Conceptualized, shot, and edited short-form videos using CapCut for agile but impactful production
- Aligned all content with trending formats, sounds, and styles on Instagram Reels

Community management
- Managed comments, DMs, and stories to build engagement and convert followers into loyal customers
- Used hyper-local hashtags and location tagging to reach the nearby Madrid cocktail crowd

The tech stack
- CapCut for fast-paced, Reels-optimized video editing
- Instagram Insights for tracking content performance and follower growth
- Manual trend tracking to stay ahead of algorithm shifts and content trends

Results & impact
- 1,000+ organic followers within the first few weeks
- 4,000+ average views per video, with several exceeding that benchmark
- Noticeable foot traffic increase, especially during featured event nights
- Direct customer feedback citing Instagram as the reason they discovered Scratch
- Scratch became a recognized local brand, not just another bar

What made it work
- Strong collaboration with the founder, allowing space for authentic storytelling
- A balance between trend-savviness and brand integrity
- Deep understanding of the local audience's tastes and interests

Why it matters
Scratch Cocktail Bar wasn't just a project, it was a proving ground. It taught us how to take a small business with a strong vision and bring it to life online. Since then, we've applied these learnings to other hospitality and lifestyle brands, but Scratch will always remain special: a case of building something beautiful from the ground up, literally, from scratch.
