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Social Media Success Story: Guru'Guay 🇺🇾 +134K Interactions, +15K Followers

Writer's picture: Mateo RegulesMateo Regules

Guru'Guay 🇺🇾

Guru'Guay YouTube Cover
Guru'Guay's "What not to do when drinking mate in Uruguay" YouTube video

Guru'Guay, a company founded by Karen A. Higgs, has been showcasing Uruguay's charm to potential residents, investors, and tourists since 2000. In July 2023, Guru'Guay partnered with Omni to boost its presence on social media, especially on Instagram.


The result? Over 134,000 interactions and more than 15,000 new followers in just five weeks.


The Strategy

o achieve these impressive numbers, at Omni we designed a comprehensive content strategy that combined three key types of content:

  1. Value Content: We shared valuable information about Uruguay, from recommendations on the best restaurants, accommodations, and beaches to practical tips for those considering moving to the country. This content positioned Guru'Guay as an essential resource for its audience.

  2. Sales Content: We highlighted the services offered by Guru'Guay, such as personalized consultations and complete guides. We also shared testimonials that reflected the positive impact of Karen's consultations, directly targeting the ideal audience.

  3. Market-Adjacent Content: This vertical, called "On the Street", was developed in collaboration with Karen and became a key driver of organic growth. The concept was simple but effective: Karen, with her phone in hand, filmed specific places in Uruguay that had retained their essence over time. From pharmacies with old facades to corners that seem straight out of another era, still preserving their original charm. The first video in this series featured Karen entering a pharmacy on Maldonado Street, Montevideo, that appeared untouched by time. This casual and authentic content not only attracted a broader audience but also encouraged interactions through shares, comments, and saves, increasing the account's visibility. The video is available here.

Key Factors for Success:



  • Regular meetings for analysis and optimization:  We held frequent meetings to review and adjust scripts and identify relevant local trends to integrate into the strategy.

  • Karen's charisma and ease in front of the camera:  Karen's natural ability to speak on camera and her charisma while interacting on the street were essential in creating authentic and engaging content.

  • Clients willing to collaborate:  The willingness of Guru'Guay's clients to participate in interviews and testimonials added credibility and authenticity to the strategy.

  • Weekly blog articles:  The Guru'Guay team complemented the strategy with blog articles tailored to each season, such as "What to do in Spring" or "What to look for in beach destinations," strengthening their social media presence.

Results:

  • +134K Interactions:  The diverse content proposed by Omni helped build a highly engaged community.

  • +15K Followers in 5 weeks:  The consistent and focused content managed by Omni drove follower growth at record speed.

  • New Business Opportunities:  The increase in interaction and visibility attracted new companies interested in partnering with Guru'Guay. Brands from the tourism, gastronomy, and hospitality sectors saw an opportunity to gain exposure through the account, establishing lasting relationships with key players in the national market. From tour operators and restaurants to recreational activities, everyone wanted to be part of the channel. Even President Luis Lacalle Pou started following the account, further solidifying Guru'Guay's relevance in the digital space.


This collaboration with Guru'Guay demonstrates the impact a well-structured social media strategy can have. At Omni, we combine valuable content, well-targeted sales strategies, and authentic posts to not only increase the follower base but also open new business opportunities and strengthen brand presence.

Want to grow your social media presence? Contact us at Omni today, and let's work together on your next success story!

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