Gonzalo TéllezEl Brujo Archaeological ComplexEl Brujo Archaeological Complex
Content, paid media and an anniversary campaign, made as a team, so that interest in the Lady of Cao turned into visits to the complex.
A site with a story no one else could tell
The El Brujo Archaeological Complex is in the Chicama river valley, 60 km from Trujillo. It opened to the public in 2006, after the discovery of the Lady of Cao, an elite Moche woman with the status of a ruler, whose body and grave goods have been on display at the Cao Museum since 2009.
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From cultural interest to paid visits
The challenge was not only that people got to know the Lady of Cao, but that they decided to travel to see her. The metric that mattered was not followers: it was visits recorded at the complex's ticket office.
A story at the center, content and paid media around it
We worked as an agency team: coordination, planning, design, copywriting and analytics. My part was managing content and reading the data to decide what worked.
- 01We put the Lady of Cao at the center of the positioning.
A Moche ruler is a unique story. The Instagram and Facebook content started from her and the culture around her.
- 02Content and paid media as a single plan.
The pieces with the best organic response got investment, and through analytics we read each campaign against the month's visits.
- 03We brought Moche culture into today's languages.
We promoted designer Carlos Vigil's collection inspired by the Lady of Cao, photographed by Erick Valderrama.
- 04We backed the 25th anniversary with the reveal of her face.
The 3D reconstruction, made by FARO Technologies with the Fundación Wiese archaeologists, was presented at the Museo de la Nación. The team designed the campaign's key visual and the news reached national and international press.
Colors and icons taken from the walls
The colors come from Moche art and dress, and the icons link each topic to marine fauna and its symbolism. The same language carried over to the 25th anniversary logo.
Content for Instagram and Facebook
Pieces, animations and games, always with the Lady of Cao and her culture at the center.
Carlos Vigil's collection
Photographed by Erick Valderrama at Huaca Cao.
25 years and the reveal of her face
Our team designed the campaign's key visual and the news reached national and international press.
Visits that grew year after year
Between 2016 and 2018 visits grew steadily, with annual increases of up to 70% over previous years. 2018 closed with 67,768 visitors, the highest figure in the series, and the complex received the TripAdvisor Certificate of Excellence for the third year in a row, an achievement that strengthened its international reputation and backed the conservation work, the visitor experience and the heritage strategy.
