Club Pasión Habanos: the power of content and a potent fan base

Can you achieve social media success without content amplification? The answer is yes, and we have proven it by managing the digital ecosystem of Club Pasión Habanos for more than eight years. 

The goal? To increase the membership base of Club Pasión Habanos, a private club that brings together thousands of Spanish aficionados of Havana cigars. By coexisting both on and off-line, the aim is to raise the profile of a premium product hand crafted in Cuba with a Protected Designation of Origin.

The key to Club Pasión Habanos’ success in the digital world is a combination of a powerful content strategy, which has evolved and adjusted in tune with the social networks, and a demanding community, with whom we have managed to generate and consolidate loyalty year after year, offering them valuable posts that meet their needs and taking an educational and innovative approach, which they form a part of, through user generated content. All of this is linked to fresh and friendly graphics specifically designed for social media.

Last year alone, more than 4,000 fans joined on social media, reaching over 800K users, 1.2M impressions and over 350K interactions. All these results were obtained organically thanks to an “always on” content plan with activations and campaigns that we launch throughout the year.

Over the years we have opted for new formats and the opening of new channels, such as a brand podcast called the Pasión Habanos Podcast, something very common and which the Club has been developing for years, or going on TikTok, where we sought to pave the way towards a new audience through other types of posts that adapt to the platform’s codes and set their own trends. Thus, in its first year, we managed to tally more than 200K views and more than 1,150 followers, again organically.

In addition to social media, the Club has numerous supports for a 360º communication plan where we intervene in the creation of editorial content for its website with expert firms, a website that we overhauled a few years ago which include a redesign of its visual identity. This has converted it into a benchmark in the sector both in Spain and abroad. 

Last year we managed to reach more than 84K visits and a traffic volume of more than 44K users, drawn through a weekly e-mail marketing strategy and a content strategy adapted to this channel.

Club Pasión Habanos Social Networks:

• Instagram: https://www.instagram.com/pasionhabanos/
• Twitter: https://twitter.com/pasionhabanos
• Facebook: https://www.facebook.com/ClubPasionHabanos/
• TikTok: https://www.tiktok.com/@pasionhabanos
• YouTube: https://www.youtube.com/user/clubpasionhabanos