From post to profit: The lasting impact of a single Facebook post

Introduction

We partnered with Restaurant Central in Split, the city’s oldest café and part of the newly renovated Santa Lucia Hotel. The hotel’s renewal unveiled hidden gems that were little known to the public: a secret garden tucked away in the heart of the old town, and a terrace with panoramic views over Split. Both spaces offered a unique experience, but they weren’t yet visible or top of mind for locals and visitors.

The Challenge

The task was clear: tell the story of this historic place in a way that would draw people in, despite a limited budget. In a city center overflowing with cafés and restaurants, we needed to create content that would help Central stand out and become a new go-to destination in Split’s old town.

“Even the most beautiful places remain hidden without the right story.”

Our Approach

We focused on organic social media marketing with a strong emphasis on storytelling. By highlighting the café’s rich history and pairing it with the charm of its hidden spaces, we created content that could spark both emotion and curiosity.

Our process involved:

• Experimenting with different post formats and styles
• Combining strong visuals with text that evoked emotion and heritage
• Positioning the café as both a daily spot for coffee and a special venue for events

One particular post hit the mark — it was the perfect blend of a captivating photo, engaging copy, and emotional resonance. This single post managed to connect deeply with the people of Split.

The Results

The post achieved outstanding organic reach and engagement. More importantly, it translated directly into visits. Guests began discovering the newly renovated terrace and garden, many of them unaware that these spaces even existed before.

Seeing the success, we extended its impact by running targeted promotions on the same post, ensuring it reached an even wider audience. The result was consistent: the post kept bringing in new guests, proving the lasting power of one well-crafted piece of content.

Extending the Success

Alongside this success, we also developed campaigns for two key events: Tjedan Restorana and a special dinner hosted by renowned chef Tom Gretić. For both, we used a mix of organic content and targeted advertising that reached the right audience.

The results spoke for themselves — both events were completely full, which is especially impressive considering they took place outside of Split’s peak tourist season. The campaigns engaged locals as well as regular visitors, proving that with the right targeting and storytelling, it is possible to fill events even when demand is usually lower.