A Digital Story for an Entire Resortfairy tale
How we told Oasis's story as a seaside destination through emotion, not through its separate parts
Oasis Resort & Beach
Context
In June 2024, we began working on Oasis's digital presence-a seasonal seaside complex located on one of the most beautiful bays on the Southern Black Sea coast, in a quiet spot between the resorts of Lozenets and Tsarevo.
The complex has a rich structure: two main brands (Oasis Beach and Oasis Resort) and four signature restaurants, each with its own culinary identity.
Each element had its own audience and atmosphere. The question we asked from the start: how do we unite everything into one digital story?
The goal was for Oasis to feel like one experience-the sea, the pool, evenings with live music, culinary adventures, and the resort's tranquility.
Four Signature Restaurants
GOURMAND
by Andre Tokev
Mediterranean Cuisine
NOMAD
by Tanyo Shishkov
Balkan Cuisine
DELETE
by Leo Bianchi
Italian Cuisine
THAI BAR
by Petar Mihalchev
Asian Cuisine
The Challenge
Working with Oasis presented interesting challenges that together we turned into opportunities:
- how to tell a story for a complex with such diverse structure
- how to preserve each part's uniqueness while building a common identity
- how to maintain active digital presence year-round despite the seasonal nature of the business
- how to show not just what Oasis is, but how it feels to be there
Key Challenge: Create one digital story that unites the sea, restaurants, events, and atmosphere-into one recognizable and emotional experience.
Strategic Approach
From day one, our approach was to tell Oasis's story through emotion, not through separate properties. We wanted people to feel what it means to be there-not just know what the complex offers.
The approach included:
- Emotional content focused on the experience
- Three communication pillars: Experience, Practical, and Community
- Professional photo and video production with premium visuals
- Integration of organic content and paid Meta Ads campaigns
- Events as content drivers
- Year-round communication with adapted intensity-most active in summer, balanced in spring and fall, maintaining through winter
Emotional Storytelling
The story through experience
Premium Visuals
Professional content with clear style
Event Marketing
Live music, tournaments, show cooking
Year-Round Communication
Adapted intensity by season
Strategic Focus: Not "what's at Oasis," but "how it feels to be at Oasis."
The Path to One Digital Destination
Discovery
Each element with its own story
Joint Decision
Strategy for cohesive experience
Consolidation
From many voices to one story
Destination
Oasis as one experience
2024 - Building and Discovery
The first summer, we worked with the full structure-six separate profiles, each with its own audience and character. This allowed us to deeply understand each element:
- the atmosphere of Oasis Beach and Oasis Resort
- the culinary identity of GOURMAND, NOMAD, DELETE, and THAI BAR
- what inspires guests and what makes them return
The Joint Decision
After the first active season, together with the Oasis team we made a strategic decision: to consolidate digital presence to communicate the complex as one cohesive experience.
2025 - One Story
From the second season, all communication concentrated into two main channels: Oasis Beach and Oasis Resort. The restaurants became part of the overall story-not separate voices, but elements of one experience.
Oasis is now perceived as a destination, not a list of properties.
What Worked Especially Well
Emotional Content
When we started showing how it feels to be at Oasis-the sunsets, laughter by the pool, evenings under the stars-engagement grew significantly. People want to see themselves there, not just learn what's offered.
Events as Stories
Live music evenings, Game of Wines tastings, tournaments, and show cooking sessions became natural content opportunities. They showed Oasis as a place where things happen-a destination for experiences, not just accommodation.
Monni Milano Collaboration
The giveaway activity brought rapid follower growth, increased engagement, and heightened interest in profiles. The right partnerships amplify the message.
Year-Round Communication
Despite the complex's seasonal nature, digital presence never stopped. In winter we maintained connection with the audience, in spring we built anticipation, and in summer-full activity. This keeps Oasis in people's minds year-round.
Execution
Within the partnership, Social Book was responsible for:
- Strategic planning and management of all channels
- Communication coordination for the entire complex
- Professional photo and video production
- Monthly calendars and thematic content lines
- Event marketing and collaborations
- Year-round communication with adapted intensity
- Paid Meta Ads campaigns with balanced budgets
Community building and event communication
Visual storytelling and lifestyle
Productions
Premium photo and video content
Events
Key source of stories
Guiding Principle: Every piece of content had to answer the question: "If I see this, will I want to be there?"
Key Results (June 2024 - December 2025)
Over 18 months of collaboration, Oasis built a recognizable digital presence that tells one cohesive story. Results were achieved through a combination of strong content and targeted paid campaigns.
Aggregated results (cross-channel):
Results are aggregated from all managed channels for the entire partnership period.
Key Insights
- 1 Emotional storytelling creates stronger connection than informative
- 2 Events are a powerful tool for content and positioning
- 3 Consolidation can strengthen, not weaken, digital presence
- 4 Seasonal business requires year-round communication with adapted rhythm
Emotion
Stronger connection than information
Events
Natural opportunities for stories
Focus
One story is stronger than many
Rhythm
Year-round communication adapted to season
Conclusion
Our work with Oasis is a story of how a complex with rich structure can become one recognizable digital destination.
Over 18 months together, we created not just content, but one complete story-about the sea, about evenings with music, about culinary experiences, and about that feeling when you're exactly where you want to be.
Final Result: One digital story. 18 million impressions. One destination.
Vision. Impact.
From strategy and branding to social media, growth, and the final cut - everything aligned to build a powerful digital identity.
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