The sweetest strategy
in Sliema.

A social media playbook built to put SCOOOP exactly where it belongs — in everyone's feed, and on everyone's lips.

Social Media Strategy Sliema, Malta 2026
Overview

Great name.
Invisible online.

What's working

SCOOOP has something rare: an ownable, memorable brand name that no competitor in Malta has. The triple-O is playful, distinct, and built for social. The Sliema location delivers high foot traffic, and the product category — ice cream — is among the most naturally shareable on Instagram.

The opportunity

306 followers significantly undersells a brand with real personality. Zero Google discoverability, no TripAdvisor listing, no website, no delivery platform. SCOOOP is invisible to tourists and to anyone searching for dessert in Sliema — and that gap is entirely closable.

306 followers. 50 posts. Windsor/Stella Maris corner, Sliema. Just opened. Everything to play for.

Target Audience

Two audiences.
One craving.

Young locals enjoying ice cream
Primary

The Local Sweet Tooth

Maltese residents aged 16–35 who are social media native, value aesthetics, and form the loyal repeat-customer base that sustains the brand between tourist seasons.

Ages 16–35 Locals Social-first Treat culture
Malta harbour waterfront
Secondary

The Tourist Explorer

Visitors to Malta searching for local, shareable food experiences. Highly motivated to review and tag. A single well-timed photo with SCOOOP becomes free advertising to their home-country audience.

Tourists Food travellers May–Oct peak Review-givers
The Opportunity

Four gaps.
Four quick wins.

01

Zero Google Presence

SCOOOP does not appear in any search for "ice cream Sliema," "gelato Malta," or even its own name. A tourist planning a dessert stop will never find it. Google Business Profile takes 30 minutes and costs nothing.

02

No TripAdvisor Listing

Every established competitor in Sliema — Sottozero, Amorino, RivaReno — has hundreds of TripAdvisor reviews. Tourists default to ranked listings. SCOOOP is not on the board yet.

03

Unstructured Instagram Bio

The current bio is an announcement, not an invitation. It misses the address, a loyalty hook, and a reason to follow. The profile photo uses a phrase-heavy design rather than a clean logo mark — a missed opportunity for instant recognition.

04

No Delivery or Website

Competitors on Wolt reach all of Malta. SCOOOP is limited to walk-ins only. No website means no anchor for search traffic, no menu discoverability, and no destination for QR codes in physical marketing.

Profile Optimisation

The first (sweet) sin.

Before content strategy, the storefront must be right. Here's the before, the fix, and what to build around it.

Suggested Profile

scooopmalta ⋮
50posts
306followers
12following
Scooop
The sweetest spot in town
Windsor/Stella Maris corner, Sliema
Collect 10 stamps → your next scooop is FREE!
MENU
Menu
BTS
Behind us
REV
Reviews
WK
This Week

What to fix

  • FIX
    Bio copy — add structure and intent Replace the announcement with a 3-line bio: tagline / address / loyalty hook. Every visitor should know what SCOOOP is and why to follow in under 3 seconds.
  • FIX
    Profile photo — logo only, no phrases The current PP includes text that becomes illegible at small sizes. Use the clean logomark on a solid brand-pink circle. Optimised for 40×40px display.
  • FIX
    Following count — reduce aggressively Following 135 accounts signals that SCOOOP is a new, uncertain brand. Follow only direct partners and collaborators. Under 20 is ideal for brand perception.
  • ADD
    Story Highlights — 4 permanent covers Menu / Behind the SCOOOP / Reviews / Flavour of the Week. These are the brand's permanent storefront for new profile visitors who arrive from explore or referrals.
  • ADD
    Link in bio — one-page website (P2) Until the website is live, use a Linktree or Beacons page with: Google Maps link, TripAdvisor, and a WhatsApp contact. Build the website in Month 1 as the permanent destination.
Content Pillars

Three pillars.
Every post earns its place.

Ice cream food photography THE SCOOOP

The SCOOOP

(food porn)
  • Ice cream melting in slow motion
  • Menu items being irresistible
  • Desserts being prepared
  • Macro shots of textures and toppings
  • Flavour of the Week reveals
Fun ice cream content ICE-BREAKER

Ice-Breaker

(humour)
  • TikTok-first thinking for all Reels
  • Relatable and funny captions
  • "Me before / me after ice cream"
  • Ice cream flavours as zodiac signs
  • POV: you said "just one scoop"
Community moments with ice cream MELTING MOMENTS

Melting Moments

(community)
  • Kids and family moments
  • Customer UGC reposts + tags
  • Couples and friends at SCOOOP
  • Staff and behind-the-scenes
  • Sliema street moments
Ice cream scoops THE SCOOOP
Mediterranean clear water SLIEMA, MALTA
Friends enjoying ice cream MELTING MOMENTS
Ice cream cone THE SCOOOP
Malta limestone promenade SLIEMA FRONT
Story Highlights

Four covers.
Always on.

Highlights are the permanent storefront for anyone who arrives at the profile for the first time. Each cover must be on-brand — pink background, white icon, clean and bold.

MENU
Menu
BTS
Behind Us
REV
Reviews
WK
This Week
Growth Strategies

Three mechanics.
One loyal community.

Passport stamps
Loyalty

SCOOOP Passport

A physical stamp card — one stamp per flavour tried. Collect 10 stamps and your next scooop is free. The mechanic rewards exploration, drives repeat visits, and is an ownable, talkable brand artefact in customers' wallets.

P
Flavour of the week
Urgency

Flavour of the Week

A rotating limited-edition flavour announced every Monday via IG Story and feed post. Gone by Sunday. The urgency mechanic creates a weekly content moment, drives foot traffic mid-week, and gives customers a reason to keep checking the profile.

F
Collab drops
Reach

Collab Drops

Quarterly limited-edition flavours created in collaboration with other Maltese brands — a local bakery, a café, a drinks brand. Each collab cross-pollinates audiences, generates press, and gives SCOOOP a cultural presence beyond the storefront.

C
30-Day Goals

What success
looks like.

+500

Followers

From 306 to 800+ by end of Month 1 through consistent Reels, profile optimisation, and two micro-influencer activations. A realistic target for a brand that is not yet discoverable.

5%

Engagement Rate

Industry average for food brands is 1.5–3%. SCOOOP's small, loyal audience and high-interest category should sustain 4–6% engagement with pillar-led content and active comment replies.

4.5

Google Rating

Claim the Google Business Profile and generate 20+ reviews in Month 1 by placing a QR code at the counter. A 4.5+ rating immediately positions SCOOOP among Sliema's top dessert spots on Maps.

Plan of Action

Phased. Deliberate.
Measurable.

P1 — This Week
Digital
Claim Google Business Profile
Add TripAdvisor listing
Rewrite Instagram bio (new copy)
Switch profile photo to clean logomark
Create 4 Story Highlight covers
Set following to under 20 accounts
Physical
Print first batch of Passport stamp cards
Brief staff on brand voice + tone
Identify best in-store photo wall spot
P2 — Month 1
Digital
Publish one-page website
Register on Wolt + Bolt Food
Launch SCOOOP Passport on IG Stories
Post 3×/week (feed + reel + story)
DM 5 Malta food micro-influencers
Set up link-in-bio page
Physical
In-store Instagrammable moment
A-frame street board + QR code
Branded cup sleeves in production
P3 — Months 2–3
Digital
First Collab Drop announcement
Flavour of the Week campaign launch
Reel series: "Behind the SCOOOP"
Boost best-performing Reel (paid)
First UGC repost campaign
Physical
Pop-up at Malta food market/event
Collab brand launch event (in-store)
Window wrap / exterior brand update
Ongoing
Digital
Weekly Flavour of the Week posts
Monthly UGC repost round-up
Reply to DMs + comments within 24h
Monthly analytics review
Seasonal content calendar updates
Physical
Quarterly collab flavour drops
Loyalty card batch reprints
Seasonal menu updates + signage
Content Calendar

30 days.
12 posts. One arc.

Arc: Establishing Tone → Community Focus → Campaign Teaser → Campaign Launch

Feed Post · Day 2

"First impression, forever."

Hero product shot. The most beautiful thing on the menu — full cone, ideal lighting, pure desire. No text, no clutter. Just the scooop.

"We opened because Sliema deserved better. This is what that looks like. #scooopmalta #sliema #icecream"
THE SCOOOP
Carousel · Day 4

"Why three O's?"

5-slide brand origin story. Slide 1: the name. Slide 2: what it means. Slides 3–4: the product. Slide 5: CTA to follow + visit. Warm, playful copy throughout.

"One O was never going to be enough. Swipe to meet us properly."
ICE-BREAKER
Reel · Day 6

"The first scooop."

20 seconds. Slow-motion scoop from tub to cone, close-up of the curl, the hand receiving it. Trending audio. No talking. Pure product. Designed to stop the scroll.

"When did one ever feel like enough? #scooop #newspot #sliemaeats"
THE SCOOOP
Feed Post · Day 9

"Sliema's sweetest moment."

A real customer enjoying their cone outside the shop. UGC-style warmth. Natural light. Tags the customer (with permission). Community-first energy that signals the brand is human.

"This is why we do it. You know who you are. Tag us for a chance to be featured. #scooopmalta"
MELTING MOMENTS
Carousel · Day 11

"This week's 5 flavours."

Each slide is one flavour: name, dominant colour, a one-line mood description. "Pistachio — for the one who has good taste." 6 slides total including a CTA to come in and try.

"5 flavours. 5 moods. Which one are you today? #scooopmalta #flavours #gelato"
THE SCOOOP
Reel · Day 13

"POV: You said just one scoop."

15 seconds. Humorous, relatable journey. Customer walks in "just for one," walks out with three scoops and a smile. Trending sound. First-person POV cut. Designed to go wide.

"One is a lie we tell ourselves. #scooop #icecream #relateable"
ICE-BREAKER
Feed Post · Day 16

"Something's melting in."

Teaser image of the upcoming Flavour of the Week. Show only the colour — blurred, cropped, mysterious. No name revealed yet. Build anticipation over 3 days of stories.

"Can you guess what's arriving Monday? Drop your guess below. Hint: it's cold, it's limited, and it rhymes with 'obsession.'"
THE SCOOOP
Carousel · Day 18

"Ice cream flavours as zodiac signs."

12-slide carousel. Each zodiac = a flavour with a funny, accurate description. Highly shareable and saveable. Comment bait: "Drop your sign and we'll tell you your flavour."

"Scorpio is definitely the dark chocolate with sea salt. No debate. Tag your sign below."
ICE-BREAKER
Reel · Day 20

"Ask a Sliema local."

Casual street-interview format. Ask passers-by to name their favourite SCOOOP flavour. Cut quickly between answers. Funny moments included. Shows the brand is embedded in the community.

"We asked Sliema. Sliema answered. What's yours? #scooopmalta #sliema"
MELTING MOMENTS
Feed Post · Day 23

"The SCOOOP Passport is here."

Flat-lay of the actual passport card, beautifully photographed. Clean background, brand pink, first stamp already on it. This is the campaign launch moment — make it feel significant.

"Collect 10 flavours. Get your next scooop free. Your passport is waiting at the counter. #scoooppassport #sliema"
MELTING MOMENTS
Carousel · Day 25

"Flavour of the Month: [REVEAL]"

Full reveal of the limited monthly flavour. Slide 1: name + colour. Slide 2: ingredients. Slide 3: the story behind it. Slide 4: how to get it. Available this week only.

"It's here. It won't last. Swipe to meet this month's obsession. #flavourofthemonth #scooopmalta"
THE SCOOOP
Reel · Day 27

"How the SCOOOP Passport works."

30 seconds. Clean voiceover or text-on-screen explainer. Show the card, show the stamp, show the free scooop at the end. Simple, clear, repeatable. Pin this to the top of Stories.

"10 stamps = 1 free scooop. Simple as that. Your passport is waiting. #scoooppassport"
THE SCOOOP
Physical Assets

Eight assets.
All of them billboards.

In a destination like Sliema, every physical touchpoint is a marketing moment. Every cup, card, and sign that leaves the shop is a potential Instagram post.

01

SCOOOP Passport Card

Physical stamp card. 10 flavour stamps = 1 free scooop. Designed in brand pink with the logo mark. Small enough for a wallet. Collectable by design.

02

In-Store Photo Moment

A branded wall, neon sign, or large-format print installation that customers want to photograph. The goal: every customer who takes a photo here shares it. Free impressions every time.

03

Branded Cup Sleeves

Every cup that leaves the shop is advertising. Sleeve design with SCOOOP logomark, brand pink, and the Instagram handle. Instagrammable packaging is a growth mechanic.

04

Flavour of the Week Signage

A weekly rotating printed or chalkboard sign inside the shop announcing the limited flavour. Photographs well. Gives media for the Monday IG post.

05

A-Frame Street Board

Positioned on the pavement at the Windsor/Stella Maris corner. Bold brand colours, daily special or tagline, QR code to Google Maps. First contact point for foot traffic.

06

QR Code Review Stand

At the counter: a small branded card or stand with a QR code linking directly to "Leave a Google Review." Tourists are motivated to review immediately post-experience.

07

Window Decal

A clean, bold window treatment with the SCOOOP logotype and a single tagline. Visible from across the street. Makes the shopfront unmissable and immediately brandable.

08

Pop-Up Table Display

A compact, portable branded setup for Malta food markets, events, and festivals. Brand colour tablecloth, freestanding logo, passport cards on display. SCOOOP beyond the storefront.

What Comes Next

This is
the start.

One-Page Website

Every QR code in this strategy needs a destination. A single-page website — menu, location, Instagram embed, loyalty card explainer — anchors all digital activity in something SCOOOP owns. No algorithm dependency. Built to live in P2.

P2 Deliverable

Monthly Retainer Add-Ons

Content Creation

Monthly shoot sessions producing feed posts, Reels, and Story content following the pillar system. Delivered ready-to-post.

Paid Social Management

IG + FB ad campaigns geo-targeted to Sliema and tourist demographics. Flavour launches and passport promotions boosted strategically.

Influencer Outreach

Ongoing management of the Malta micro-influencer programme. Identify, brief, coordinate, and track every activation from gifted tastings to paid partnerships.

Community Management

Daily management of DMs, comments, and story replies. Every interaction replied to within 4 hours. Turns followers into fans and fans into regulars.

Monthly Reporting

A clean monthly report covering reach, engagement, follower growth, top-performing posts, and a recommendation for the following month's focus areas.

Let's create something
to Behold.