The Challenge
Increase engagement and grow followers on the Birra Moretti UK Instagram page by encouraging repeat visits and deeper interaction with the brand.

The Insight
Encouraging users to actively explore content rather than passively consume it, increases engagement and dwell time.

The Idea
Create a weekly ‘Explore with Baffo’ adventure, where users follow a trail of clues across Instagram to discover Baffo’s location in Italy.

Execution
A series of connected Instagram journeys built across multiple accounts, guiding users through a sequence of content including Italian locations, cultural moments and authentic recipes.

Each journey led users through different parts of the Birra Moretti Instagram presence, before concluding on a final account revealing Baffo’s location.

Participants who correctly identified the location and answered a simple question were entered into a prize draw, incentivising completion and repeat participation.

Result
Increased dwell time and engagement across Instagram content

Encouraged repeat visits through weekly challenges

Grew follower interaction across multiple brand accounts