The decline in young people's interest in visiting cultural institutions is due to several factors, with the key ones being the insufficient adaptation of offerings to young people's interests and the lack of effective use of modern communication channels, according to a study by Ian Spooren. Therefore, we directed the communication for the younger target audience of Bled Castle to where they are most active – on TikTok.

Dietary supplements have become an integral part of our lifestyle, so it's not surprising that communication strategies promoting health benefits and supplement integration are also evolving, as discussed in a reference study by Ipsos. Social media has become the primary channel for seeking information, which is why we chose Instagram, Facebook, and TikTok as the main communication channels for the dietary supplement brand. Since digital content is mostly consumed quickly and needs to be presented in a user-friendly way, we balanced serious medical content with entertaining elements.

Research has shown that consumers typically seek information about products on social media when they perceive utilitarian and/or hedonic value. Such information, obtained through social media, influences consumer preferences, shopping behavior, and decisions. In today's digital world, it is crucial for brands to remain visible and relevant on social media, where much of the interaction with consumers takes place. Supernova, the largest chain of shopping centers in Slovenia, faced two challenges: how to communicate as effectively as possible with multiple target groups simultaneously, and how to combine the diversity of events and offers at various locations.