Identify a distinctive storyline compared to competitors, enhancing the brand's identity by connecting it to the context and society. Consistently articulate the strategic positioning through editorial and social content, defining formats based on the target audience and the usage patterns of each digital platform.

Using web listening tools, we analysed the market landscape and identified the distinctive positioning on which the content strategy was based. The content map takes into account the brand’s key positioning themes, as well as current affairs; it is broken down by channel, target audience and objectives, each associated with a specific tone of voice. This forms the basis for the production of editorial content for the web and social media, with KPIs constantly monitored.