Content-driven digitization model

During the project for Hungarospa Hajdúszoboszlói Gyógyfürdő Zrt., our goal was to develop a digital operating model capable of sustainably supporting the spa’s online presence and communication in the long term. The development direction was defined by a consciously structured, content-centric approach, which formed the foundation of the entire online marketing activity.The essence of the concept was to place high-quality, strategically produced content at the center of communication, with all further online activities built around it. Accordingly, the project focused not merely on content production, but on creating a functioning operational model that manages communication at a systemic level and ensures a consistent presence across various online platforms.

During the pilot period, this approach proved to be effective, particularly in the area of online communication. The content-centric focus made it possible for messages appearing across different channels to follow a unified direction, while more effectively supporting brand awareness and user reach. This phase of the project clearly demonstrated the extent to which a structured content strategy can improve the quality and impact of an online presence.

During implementation, the management of paid advertising was still carried out with the involvement of an external partner, as Oloren (formerly Horizont Records) did not yet have its own in-house PPC agency division at the time. As a result, campaign execution was handled through a subcontractor, while strategic direction and the content-driven approach remained centrally managed and consistent.Over the four-month collaboration period, a functioning and adaptable model was established that remained applicable beyond the pilot phase. Hungarospa continued to apply this approach after the project ended, working with other service providers, which clearly demonstrates the viability and practical value of the system that was developed.

In this project, our role went beyond simple execution. As initiators, we defined the foundation of the concept, as an agency we coordinated the implementation, and as content producers we were actively involved in creating the actual materials.