From zero posts in 17 months to a weekly calendar for a designer fashion label
Julián Ortiz dresses brides and wedding guests from his workshop in Utrera. He had thousands of followers and a dormant account. First a strategic study; then, rhythm.
In shortThe three key points of this case
Between July 2022 and December 2023 the account posted nothing on the feed.
The collaboration started in December 2023 with two reels. In April came the strategic study and, from June, the monthly calendar.
Between June and November 2024 the account posted 22 times on the feed, four a month from July, with more than 60 stories and captions in two languages.
A brand with followers and no consistency
Between July 2022 and December 2023 the account posted nothing on the feed. The study said it plainly: little consistency on social media and no online space presenting the brand.
The product, on the other hand, was there in abundance: bridal, evening and guest dresses with professional photography and real clients.
Study, brand, website and calendar
The collaboration started in December 2023 with two reels. In April came the strategic study and, from June, the monthly calendar.
- Strategic communication study — starting point, competitors, SWOT, audience, brand values and an action plan for each channel.
- Branding and website — brand mark, feed and story templates, and a brand showcase website delivered in July 2024.
- Monthly calendar — four feed posts a month, stories every week and reels, with captions in Spanish and English.
- Real content — clients in their dresses, brides, sketches and fittings at the workshop; no stock images.
From posting in fits and starts to posting every week
Between June and November 2024 the account posted 22 times on the feed, four a month from July, with more than 60 stories and captions in two languages.
The reels from that period passed 4,000 views each; the most-watched, 6,571. For a label that had been silent for a year and a half, the change was one of rhythm, and rhythm shows.
Source: public Instagram profile @julianortizss (checked on 9 September 2026) and project archive.
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