Paupio Turgus Social Media Communication
- Client: Darnu Group
- Year: 2021–2024
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Services:
- Brand Development
- Digital Communication
About the project
The inspiring story of Paupio Turgus traces its journey from its opening to becoming one of Vilnius’ most vibrant attractions.
Located in the Darnu Group-developed Paupys district, Paupio Turgus is a modern food and experience hub where local residents, visitors, food enthusiasts, and budding gourmets come together to explore an array of global flavors.
From the very beginning, Paupio Turgus established itself as a space where food and experiences redefine everyday life. The challenges of the pandemic demanded flexibility and adaptability, yet the team turned these obstacles into opportunities—emphasizing the importance of community and shaping the market’s distinctive character.
The communication strategy was built on sustained engagement. A well-executed soft launch, an exclusive opening campaign, mini campaigns, and unique events not only secured a strong start but also ensured long-term development.
Annual concerts, board game nights, dance classes, and themed events—around 30 per year—attracted a diverse audience, reinforcing Paupio Turgus as a place where people want to gather and return. These events were accompanied by a creative social media strategy, featuring tenant stories and user-generated content that authentically captured the essence of Paupio Turgus.
One standout initiative was the mini campaign Kai norisi maištauti, gal verta maistauti? (When You Want to Rebel, Maybe You Should Savor?), which cleverly integrated societal trends to connect with target audiences while reinforcing the values of Paupio Turgus.
The results of these efforts have been both visible and deeply felt. Paupio Turgus has become not just a popular destination for food lovers but a significant cultural phenomenon in Vilnius. Visitor numbers continue to grow annually, with the first year alone building a strong community of over 15,000 Facebook followers and more than 4,000 Instagram followers. In its first year of communication, social media content reached over 500,000 unique users and generated 12.9 million impressions.
A lasting and sustainable connection with the audience has been established through events and daily storytelling on social media, helping to create the impression of a dynamic, evolving, and inspiring space. Engaging and memorable content has ensured high audience retention, with an ad recall lift exceeding 10%.
Paupio Turgus continues to thrive as a unique space that blends culinary experiences with community engagement, solidifying its status as an essential part of Vilnius’ social and gastronomic scene.
