Red Española de Desarrollo Rural: REDR x Eugenio Monesma

The Challenge

The Spanish Network for Rural Development (REDR), as part of an initiative funded by the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda, approached us with a clear goal: to raise awareness about the value of rural life and highlight the positive impact of LEADER aid programs through a digital campaign that could engage new, younger audiences.

The challenge was to turn an institutional message into a compelling, emotional story that would drive reach and engagement across social media platforms, while maintaining the informative core of the initiative.

The Concept

We proposed a branded content activation with a key figure in the rural world: Eugenio Monesma, a well-known documentary filmmaker and rural influencer with a highly engaged community. His credibility and authenticity made him the perfect fit to deliver the message in a relatable and impactful way.

The Idea

We built a digital narrative around Eugenio’s voice and personal experience, leveraging his storytelling ability to connect with users on an emotional level. The campaign was executed across three main content formats:

• A reel filmed in first-person, where Eugenio shared his journey and the role that LEADER funding played in boosting his career.

• A series of Instagram Stories offering a more personal and spontaneous behind-the-scenes look.

• A full-length interview published by REDR, where Eugenio discussed the importance of rural preservation and the transformative power of local development policies.

The Results

The campaign exceeded expectations, delivering over 120,000 organic views and achieving an 8.3% engagement rate—a strong indicator of the campaign’s effectiveness in blending institutional messaging with authentic content and platform-native storytelling.