New owners. A new reason to come.
SAN MINIATO / SEPTEMBER 2026
ORGANIC SOCIAL CAMPAIGN
A bigger
local signal.
A reason to visit. A reason to watch. A clearer connection between the two.
ONE REEL VS ONE EARLIER BENCHMARK. 7,253 accounts reached versus 1,460. Approximately 5× the reach (+397%, rounded). This is not an average across Reels.
STATIC POSTS / before → September. Like-for-like measures from the pilot report. Percentage changes are rounded.
// THE BRIEF
Give people a reason to go out.
Baccano already had the ingredients for a good evening. We built a campaign around how people actually experience the place, from the first aperitivo to the event they’re still talking about the next day.
// THE WORK
Six pieces. One evening out.
We shaped the editorial direction and wrote the copy. Baccano shot the material. Reels put San Miniato and the Panda event in front of new people, while posts and Stories gave them more reasons to see what was on.
// WHAT CHANGED
The evening did the talking.
Instagram attributed 117 follows and 562 profile visits to the six planned pieces. Two Reels, one about a night in San Miniato and one teasing the Panda event, accounted for 107 of those follows. The strongest Reel reached nearly five times as many accounts as the earlier reference Reel.
People followed
the experience.
Two experience-led Reels generated 107 of 117 follows attributed to the six planned posts: the San Miniato evening and the Panda event teaser.
They also generated 479 of 562 attributed profile visits. The clearest signal: show people what being there feels like.
CONTENT-ATTRIBUTED ACTIONS, NOT UNIQUE PEOPLE OR SALES. Separate from account-wide follower growth. Source: Baccano Instagram Insights, September 2026.
A direction worth keeping.
The project gave Baccano a clear editorial direction rooted in local life, shared occasions and the character of the place.
When someone can picture themselves there, the post has done something useful.
Source: Baccano Instagram Insights, 1–30 September 2026. Reel reach compares 7,253 accounts with 1,460 for the earlier reference Reel. The 117 follows and 562 profile visits are attributed to the six planned posts.
// THE SERVICES BEHIND THE WORK