Section three / Social & Brand
Two accounts · six years · run at once
The whole loop, not just the posting: strategy, pillars, shooting, writing, community, the paid layer on top and the monthly read of what actually happened. Two Dublin accounts run at the same time for six years, and held deliberately apart.
@holeinthewalldublin
The Hole In The Wall
370 years old and unhurried. Dry, never eager, never trend-chasing.
41.7K
Followers
+1,122%
Accounts engaged
94.4K
Non-followers reached
+150%
Accounts reached
@dashcafe_
Dash Café
The feed stopped being a menu. Every post got a reason to exist — a moment, a person, a joke or an occasion.
+830%
Followers
+240%
Accounts engaged
+1,927%
Non-followers reached
+52%
Accounts reached
Creators
Chosen for audience overlap, not follower count. Arranged, hosted and shot by me — no paid placements at any point.
Johnny Walker of the UFC with boxer Thomas McCarty. Anna Archer of Gymshark. A travel creator whose shot became the brand’s own About page image.
Method
Define the voice first — including what it would never say.
Four pillars, not twenty ideas. Everything posted has to belong to one of them.
A cadence you can keep beats a launch week you can’t repeat.
One campaign a quarter, so the feed has something to build toward.
Reporting
Two or three numbers, the same ones every month.
The worst post gets a line on why. That’s the useful half.
It ends in a decision, not a dashboard.
The result
€2,000 raised for Make-A-Wish and €20,000 for basis.point along the way. Strategy, shooting, editing, copy, community and monthly reporting — on both accounts, at the same time, without either sounding like the other.