Cafe Europa 1989
A well-known Copenhagen cafe with an Instagram nobody was clicking, tapping or commenting on.
Services
Social Strategy
Timeline
2025
The challenge
Off brand and vacant socials
Cafe Europa had the reputation but the account had stopped working. A post went up every few weeks, the quality was inconsistent, and the things that actually matter were flat. Nobody was clicking through to the site, nobody was tapping the location, and the comments were empty. So the page was a placeholder rather than a way in, and it was doing nothing for a cafe that lives on people walking past and deciding to come in.
The approach
Rebranding the cafe's Instagram
This started as a full social rebrand, which meant deciding how the place should look and sound before anything got made. From there we moved to higher production video with a clear story arc in every piece, kept a lighter, faster style for stories, and treated the carousels the same way, so even a set of photos had a beginning, a middle and an end rather than being a stack of images. The food shots were the exception, and everything else was built around people eating and enjoying themselves, because that is what makes a stranger want to be in the room.
The result
3x location clicks, 71% women audience.
Clicks on the location went up by more than [3x] over the engagement. The audience split mattered just as much, because [71%] of the growth was women, and the cafe had already worked out that groups of women are the bookings that bring everyone else in after them. We went on to cover their events as well.
