For Berge & Meer, we developed a comprehensive Social Media Playbook to guide content creation, campaign planning, and channel management. It provides a unified foundation to strengthen the brand’s emotional connection with its community and establish social media as a key driver for awareness and conversion. Built around the brand idea “Reisen für Entdecker” (“Travel for explorers”), the concept translates into a modular visual system and clear content strategy across Instagram and Facebook. Structured by the full-funnel approach—Awareness, Conversion, and Loyalty—it defines content roles, KPIs, and high-performing formats like Reels, Stories, and Carousels. The design system uses five flexible brand colors and a distinctive “&” video intro to ensure consistency and recognition. Content revolves around three pillars: Educate, Inspire, and Entertain—creating authentic, engaging, and conversion-oriented storytelling that reflects Berge & Meer’s spirit of discovery.