CHALLENGE

Develop a set of guidelines for Blablacar’s Instagram managers across Europe.

INSIGHT

With a wide range of markets, some where the brand has just launched while in others it was already established, and cultural differences in car usage, we needed to develop a way to deliver brand consistency in a flexible way.

SOLUTION

The guideline document introduces the concept of ‘the journey’. The journey creates a consistent story across the multiple European accounts, it allows manager to highlight the brand’s KSPs while leaving them enough freedom to address their local needs.

The guidelines provide managers with clear objective, tips to judge the quality of photos, inspiration, how to keep the account engaging for their followers and more.