Using pop culture to keep followers watching a building get built
The problem
Construction updates are inherently unglamorous. Foundations, cinder blocks, paperwork, none of it naturally holds attention on Instagram, but Viver Mais needed its audience engaged and informed as the project moved forward.
The strategy
Instead of posting construction news as construction news, I tied each update to whatever was already trending, movies, series, music, memes, so every Reel rode a wave the audience was already on. The construction content became the payload inside a format people were already engaging with
the pieces
Why the reference, not just the update
A cinder block photo with a caption stops nobody's scroll. A Power Rangers reference or a wistful "devia ter" hook does, and once it stops the scroll, the actual message, cooperation, responsibility, progress, rides along for free.
Outcome
Instagram engagement went up, and the split became the company's visual direction going forward
This became the base for the company's future creative direction on social