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mockup Bringing a Lavapiés cocktail bar to life online

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.
mockup Our objective

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
mockup Our approach

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.
mockup Visual & content strategy

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
mockup Video production & editing

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
mockup Community management

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
mockup The tech stack

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
mockup Results & impact

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
mockup What made it work

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
mockup Why it matters

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.