Citiculture started in 2023 with no social accounts at all. Nothing to build on, no audience, no tone of voice — just a brand that needed one from scratch. A year or so later came a bigger test: Campus Grapes, an urban vineyard project with Politecnico di Torino, needed to raise money through crowdfunding, and social had to carry a good part of that.

I opened and ran 5 channels, each doing a different job. Instagram and Facebook for day-to-day brand presence and community. LinkedIn for the B2B side talking to corporate partners and potential consumers. YouTube and Spotify came later, tied to the brand's podcast launch.

When Campus Grapes went into crowdfunding, I took over both the organic content and the paid ads for that specific push planning what to post and where to put budget behind it. The campaign needed to reach two different audiences at once (private donors and companies) so alongside organic and paid content I used tools like PhantomBuster to find and reach out to potential company contacts on LinkedIn directly, rather than relying only on inbound traffic from social.

Set up each channel's voice and content approach from zero, adapted to what that platform actually needed

Ran the ongoing content calendar across Instagram, Facebook and LinkedIn

Managed specific campaigns during the crowdfunding window

Handled the rollout of podcast content onto YouTube

Campus Grapes raised €100,000 in 90 days.

On the channels: 927 followers on Instagram, 1.246 on LinkedIn, 400 on Facebook, 30 on YouTube — all starting from zero.