UNTOLD ITALY
Over 6% social growth in 3 months
The Situation
Untold Italy is a trusted platform for travelers seeking culturally rich, well-researched experiences. As the brand expanded across tours, digital products, and an app, its social media needed to support that growth - without falling into generic or trend-driven travel content.
The challenge was not visibility, but translation:
How do you take deep expertise and make it feel accessible, engaging, and consistent for a global audience?
The Approach
Working as part of the content team, I focused on shaping a social presence that felt grounded, informative, and aligned with the brand’s expertise.
This included:
Refining content pillars to balance education, inspiration, and practical guidance
Strengthening a consistent, approachable tone of voice across posts
Creating content centered on local knowledge, food and wine culture, women-led businesses, and thoughtful travel practices
Prioritizing clarity and usefulness over trend-based content
Supporting a structured content approach that made the account feel cohesive rather than reactive
The goal was to make the brand feel not just inspiring, but reliable and human.
The Outcome
~6% growth in social following during my involvement
Improved engagement through more intentional, value-driven content
Stronger consistency in tone, messaging, and overall brand presence
The Insight
The gap wasn’t content volume - it was intentionality.
Travel content often prioritizes aesthetics or inspiration, but Untold Italy’s strength was its depth: local knowledge, cultural nuance, and practical guidance.
The opportunity was to shift from broad, inspirational content to clear, value-driven storytelling that builds trust over time.
The Takeaway
This work wasn’t about increasing output - it was about creating clarity.
By building a system rooted in consistency, narrative, and performance insight, Holden was able to scale in a way that felt both intentional and sustainable.