How we turned a one-of-a-kind bar with a chess concept — centrally located near the Arc de Triomf — into a place locals keep in mind: 2,112 new followers and 13,537 profile visits in three months.
The venue
Bar 64 is unlike anything else in Barcelona. It sits in a central spot just a few steps from the Arc de Triomf, and it is the kind of place where you sit down to play chess, order a craft beer or a cocktail, eat genuinely good food, and lose track of time with friends.
The concept runs through everything. Many dishes are plated around chess, the board and the pieces turn up right on the table, and the room holds that rare mix of cozy and stylish. Free events, stand-up nights, a game in the corner, real smiles. The crowd is a blend of locals and tourists, with the core built around Barcelona regulars and the Russian-speaking community who keep coming back and bring friends along.
The owners came to us with a clear ask: more guests on the calendar, especially on quieter weekdays, and a louder name in the city. The hardest part was already solved — they had a real concept and a great location in a safe, central spot. What they were missing was one thing: a steady line to the right audience.
The challenge was not to gather chess enthusiasts. It was to reach everyone who simply wants a warm, easy evening in Barcelona, and to turn them into people who come back — not once, but out of habit: to play, to talk, to spend their free time here.
Our approach
We did not chase instant bookings. In hospitality the decision to come out almost never happens the second someone sees an ad. It happens later, when the urge for a night out shows up and the person starts looking for where to go. So we built for that moment.
The plan was to put Bar 64 in front of the right people, earn the follow, and stay present until a visit felt natural. We built the creative around UGC:
We wrote the briefs, aligned the shoots with the venue's social team and our production partner, and launched the finished videos straight into Meta. From there we built the funnel together with the social team: supporting posts on visiting the venue, a steady content rhythm, and weekly creative rotation tied to specific events and nights. Every week we refresh the ad sets and point the audience toward what is actually happening at the bar.
Results
In three months Bar 64 gained over 2,000 new followers and pulled 13,537 visits to its Instagram profile, on €1,358 of spend.
The venue is now filled through a working combination of paid traffic and content. Weekday visits are up, and the brand is far more visible across the city.
| Ad spend | €1,358.64 |
|---|---|
| Impressions | 704,926 |
| CPM | €1.93 |
| Link clicks | 12,729 |
| CPC | €0.11 |
| Instagram profile visits | 13,537 |
| Cost per profile visit | €0.10 |
| New followers | 2,112 |
| Cost per follower | €0.64 |
| Visit-to-follow rate | 15.6% |
Proof
What the owner said during the work
Why it worked
Three things made this launch land. The concept is genuinely good, so the product carried the marketing instead of fighting it. The owners treat marketing as an investment and fund it accordingly — and serious money put into advertising and marketing pays off. And the team has worked in sync, month after month, for almost half a year.
But the real lever is the strategy. We optimized for the follow and for awareness, not for the impossible instant booking. We kept the content native enough that it never read as an ad, which pushed the cost down. And we tied every week of creative to a real reason to come in.
This transfers to almost any business where the buying decision is not instant. If your customer does not act the moment they see you, forcing the sale in that second will not work. Build the audience, stay present with content that does not feel like advertising, and be the first name they remember when the need finally shows up. That is what fills a room — and it works the same for a restaurant, a clinic, a studio, or a school.
