ALTARIUM

Overview

· Esoteric space based in Sofia with a physical location
· Offers services and events in esotericism, psychology and self-development
· Goal: build recognition and become the go-to space for consultations and events in a niche market

Challenge

· Inconsistent branding and unclear positioning across platforms
· Low engagement and underdeveloped social media presence
· Limited trust and awareness in a niche market with a skeptical audience

Strategy

· Established consistent content system - 3x weekly publishing rhythm
· Shifted focus to educational content to build authority and position expertise
· Introduced team-forward storytelling to humanise the brand and build trust
· Evolved content mix into educational, aesthetic and engaging formats across platforms
· Separate strategy for Instagram (community), Facebook (reach) and TikTok (growth)

Execution

· Developed and led full creative strategy from positioning to content direction
· Planned and managed monthly content calendars across all platforms
· Directed, filmed and edited short-form video content
· Designed visuals, carousels and branded graphics
· Executed campaigns for services, events and seasonal activations
· Coordinated publishing schedule and platform-specific optimisation

Results - fully organic

Instagram (last 90 days)
117K views · 67% non-followers · Viral reels reaching 23K views · +290 followers

Facebook (last 90 days)
520K views · 89% non-followers · Viral reels reaching 85K views

TikTok
+2,300 followers · 7,700 likes · Viral reels reaching 58K views · +200 followers