ST. JOSEPH’S
WAY
GRUPO ECCO
2022-2024
the brand
St. Joseph’s Way is a pilgrimage through the Cuatro Ciénegas desert, spanning 3 days, 14 stations, and 20 kilometers. Pilgrims reflect on the life of St. Joseph and the lessons from his journey, mirroring the path that Mary and Joseph took through the desert before the birth of Jesus.
the STRATEGY
The social media strategy for St. Joseph’s Way focused on letting the breathtaking landscapes and personal pilgrim experiences speak for themselves. Photographs were the core of the content, subtly enhanced with reflective text that connected to deeper insights shared in the captions. Given the goal of attracting teens and young adults, the strategy balanced the youthful, energetic aspects of the experience with its more spiritual and contemplative side.
Distinctive Visual Language: Developing a cohesive and visually captivating identity that emphasized the natural beauty of the pilgrimage and its reflective purpose. The imagery focused on the desert landscapes and the emotional journey of the pilgrims.
Paid Ads: Creating targeted ads for younger audiences, highlighting both the adventure and spiritual aspects of the pilgrimage, inviting them to engage with this meaningful experience.
Content Calendar: Implementing a content calendar to ensure consistent posting that aligns with key events, pilgrimages, and seasons, keeping the audience engaged year-round.
Organic Content: osting organic content in various formats, such as photos, reels, stories, and carousels. Content showcased the pilgrimage’s peaceful landscapes, moments of reflection, and the joy of community, aligning with the audience’s interest in both fun and spirituality.el's cozy, homelike atmosphere.
