Celeste connected its story of stars and vineyards to the August 12, 2026 eclipse. Capitán Quimera reports that the resulting content achieved three times the reach of product content at the same budget.
The result belongs to a campaign that ran from May to August, combining social media, advertising and a launch page for a limited edition. Over those four months, the Instagram community grew from 7,976 to 11,262 followers. The case shows how a wine brand turned a specific occasion into digital distribution, while Spanish searches reveal a difference between interest in the event and the category’s calendar.
Celeste is the brand of Pago del Cielo, Familia Torres’ wine project in Ribera del Duero and Rueda. The Torres family winery was founded in Vilafranca del Penedès in 1870. In Fompedraza, Pago del Cielo stands 895 metres above sea level, a location that helps explain why the sky and stars belonged to Celeste’s story before the campaign.
The eclipse gave the brand story a specific date
Spanish searches for “eclipse solar” reached their highest point in the annual window during August 9–15, 2026, the week containing August 12. On that series’ scale, the index rose from 15 during July 26–August 1 to 38 the following week and 100 during the event. A week later it fell to three.
Eclipse interest peaked in the week of August 12
Relative interest in “eclipse solar” in Spain, covering complete weeks from October 26, 2025 to October 17, 2026.
interest index (0–100)
Tap or hover for details. All values are also available in the data table.
Collapse notes
Explore the data table
| Category | eclipse solar |
|---|---|
| 2025-10-26/2025-11-01 | Not available |
| 2025-11-02/2025-11-08 | Not available |
| 2025-11-09/2025-11-15 | Not available |
| 2025-11-16/2025-11-22 | Not available |
| 2025-11-23/2025-11-29 | Not available |
| 2025-11-30/2025-12-06 | Not available |
| 2025-12-07/2025-12-13 | Not available |
| 2025-12-14/2025-12-20 | Not available |
| 2025-12-21/2025-12-27 | Not available |
| 2025-12-28/2026-01-03 | 1 interest index (0–100) |
| 2026-01-04/2026-01-10 | 1 interest index (0–100) |
| 2026-01-11/2026-01-17 | 2 interest index (0–100) |
| 2026-01-18/2026-01-24 | 1 interest index (0–100) |
| 2026-01-25/2026-01-31 | 1 interest index (0–100) |
| 2026-02-01/2026-02-07 | 1 interest index (0–100) |
| 2026-02-08/2026-02-14 | 1 interest index (0–100) |
| 2026-02-15/2026-02-21 | 3 interest index (0–100) |
| 2026-02-22/2026-02-28 | 1 interest index (0–100) |
| 2026-03-01/2026-03-07 | 1 interest index (0–100) |
| 2026-03-08/2026-03-14 | 1 interest index (0–100) |
| 2026-03-15/2026-03-21 | 1 interest index (0–100) |
| 2026-03-22/2026-03-28 | 1 interest index (0–100) |
| 2026-03-29/2026-04-04 | 1 interest index (0–100) |
| 2026-04-05/2026-04-11 | 2 interest index (0–100) |
| 2026-04-12/2026-04-18 | 1 interest index (0–100) |
| 2026-04-19/2026-04-25 | 2 interest index (0–100) |
| 2026-04-26/2026-05-02 | 4 interest index (0–100) |
| 2026-05-03/2026-05-09 | 2 interest index (0–100) |
| 2026-05-10/2026-05-16 | 2 interest index (0–100) |
| 2026-05-17/2026-05-23 | 2 interest index (0–100) |
| 2026-05-24/2026-05-30 | 2 interest index (0–100) |
| 2026-05-31/2026-06-06 | 2 interest index (0–100) |
| 2026-06-07/2026-06-13 | 2 interest index (0–100) |
| 2026-06-14/2026-06-20 | 3 interest index (0–100) |
| 2026-06-21/2026-06-27 | 3 interest index (0–100) |
| 2026-06-28/2026-07-04 | 4 interest index (0–100) |
| 2026-07-05/2026-07-11 | 4 interest index (0–100) |
| 2026-07-12/2026-07-18 | 6 interest index (0–100) |
| 2026-07-19/2026-07-25 | 8 interest index (0–100) |
| 2026-07-26/2026-08-01 | 15 interest index (0–100) |
| 2026-08-02/2026-08-08 | 38 interest index (0–100) |
| 2026-08-09/2026-08-15 | 100 interest index (0–100) |
| 2026-08-16/2026-08-22 | 3 interest index (0–100) |
| 2026-08-23/2026-08-29 | 2 interest index (0–100) |
| 2026-08-30/2026-09-05 | 1 interest index (0–100) |
| 2026-09-06/2026-09-12 | 2 interest index (0–100) |
| 2026-09-13/2026-09-19 | 1 interest index (0–100) |
| 2026-09-20/2026-09-26 | Not available |
| 2026-09-27/2026-10-03 | Not available |
| 2026-10-04/2026-10-10 | Not available |
| 2026-10-11/2026-10-17 | Not available |
That pattern describes a concentrated moment of attention. Celeste’s campaign had already been running for several months, but the event’s most recognizable moment had a date and a short duration. The limited edition and its launch page gave the brand a way to participate in that conversation through its own product and story.
The agency began with an audit of the brand and its social channels. Its diagnosis was that a brand with an international presence had digital communication that was too generic. The strategy selected altitude, sky and sustainability as differentiating themes, carrying them into quarterly management of organic content and advertising.
The connection came from the wine’s identity: the official presentation of Celeste Crianza links the vineyards, their territory and a starry night. The eclipse supplied a specific occasion to show that relationship. The search series establishes the Spanish calendar of attention; the campaign results reported by the agency cover Spain and other markets.
The eclipse scene outperformed the product post
Capitán Quimera highlights a result from August: topical content showing the real eclipse filmed at the winery achieved three times the reach of product content at the same budget. The comparison places the editorial choice of content at the centre of the reported performance.
Eclipse content delivered three times the reach of product content
Relative comparison reported for August 2026 content at the same budget. Product content is indexed to 1.
index: product = 1
Tap or hover for details. All values are also available in the data table.
Collapse notes
Comparison reported by Capitán Quimera for August 2026. Index derived from its statement of three times the reach at the same budget: product 1 and eclipse 3. Absolute counts, individual post dates and a controlled experimental design are not published. This is not a search index or sales growth.
Explore the data table
| Category | Reported relative reach |
|---|---|
| Product content | 1 index: product = 1 |
| Topical eclipse content | 3 index: product = 1 |
The creative difference is specific. A bottle could appear as a winery’s product; the event made it possible to show the relationship between the winery, its surroundings and the sky that forms part of the brand. The content added a timely reason to pay attention to a story Celeste could support through its own identity.
Distribution also involved a content creator. The agency attributes a reach of 64,799 people to a single collaboration. That figure shows another route through which the campaign circulated, alongside the brand’s own pieces and their promotion. It remains the reported reach of that collaboration and is not added to the campaign total as though it represented additional, distinct people.
Instagram added 3,286 followers
The account moved from 7,976 to 11,262 followers over the four months. That is an increase of 3,286, or a calculated 41.2%, which the case study rounds to 41%. The starting and ending counts measure the expansion of the community during the campaign period.
Instagram grew from 7,976 to 11,262 followers during the campaign
Community size at the start and end of the Eclipse campaign, May to August 2026, according to the agency case study.
followers
Tap or hover for details. All values are also available in the data table.
Collapse notes
Counts published by Capitán Quimera for the May-August 2026 campaign. The difference is 3,286 followers: 3,286 / 7,976 × 100 = 41.1986%, rounded to 41% by the source. This measures community change without isolating individual content, channel or market effects; it is not a buyer count.
Explore the data table
| Category | Instagram followers |
|---|---|
| Campaign start | 7,976 followers |
| Campaign end | 11,262 followers |
The described strategy combined organic activity and advertising. Its markets included Spain, the United Kingdom, Canada, the United States, Mexico, the Netherlands and Ireland. The community figure belongs to that brand deployment, rather than to a separately measured Spanish acquisition effort.
The audit’s stated objective included attracting a younger audience without losing existing consumers. The net expansion of the follower base adds a relationship with the account, a different function from a single exposure to a post. The starting and ending counts establish that change in scale during the campaign.
Social channels brought 79% of users to the landing page
The celestethewine.com page received 3,612 users during the campaign. According to the agency, 79% arrived through social channels. That distribution connects the content work to a specific brand destination beyond publication inside a social platform.
Social channels supplied 79% of the landing page audience
Reported acquisition mix for 3,612 users during the May-August 2026 campaign.
Tap or hover for details. All values are also available in the data table.
Collapse notes
The agency reports 3,612 users, 79% from social channels. The remaining 21% is calculated as 100 minus 79 and is not an additional published category. Exact channel user counts are not derived from rounded percentages; conversions and sales are not inferred. The campaign covered several countries.
Explore the data table
| Category | User distribution |
|---|---|
| Social channels | 79% |
| Other sources, by subtraction | 21% |
The percentages describe acquisition sources, while the total establishes the size of the landing page audience. The campaign therefore had two complementary spaces: social channels distributed the story and an owned page presented the limited edition.
Across the four months, Capitán Quimera reports 520,551 people reached on an investment of €2,248. Dividing those figures gives about €0.0043 per person reached; the agency publishes the rounded cost of €0.004. The unit is a person within the reported reach, rather than an advertising impression or a buyer.
The relationship between those spaces is the landing page’s most useful commercial observation: much of its audience came from the channel carrying the story. The page continued the interest in the content and placed it alongside the product proposition. That journey helps explain the function of each asset in the completed campaign, without presenting the edition as a current offer.
Wine searches followed a different calendar
A joint comparison of “vino celeste”, “bodegas torres” and “vino ribera del duero” in Spain adds another context. On their shared scale, the category term “vino ribera del duero” reaches 100 during December 21–27, 2025. “Vino celeste” records its maximum of 17 in the same week. The highest value for “bodegas torres”, 11, occurs in three separate weeks in November and March.
Wine searches followed a different calendar
Joint comparison of “vino celeste”, “bodegas torres” and “vino ribera del duero” in Spain on a shared scale.
interest index (0–100)
Tap or hover for details. Select a series above to show or hide it.
Collapse notes
Explore the data table
| Category | vino celeste | bodegas torres | vino ribera del duero |
|---|---|---|---|
| 2025-10-26/2025-11-01 | 5 interest index (0–100) | 7 interest index (0–100) | 39 interest index (0–100) |
| 2025-11-02/2025-11-08 | 0 interest index (0–100) | 0 interest index (0–100) | 34 interest index (0–100) |
| 2025-11-09/2025-11-15 | 0 interest index (0–100) | 5 interest index (0–100) | 41 interest index (0–100) |
| 2025-11-16/2025-11-22 | 6 interest index (0–100) | 11 interest index (0–100) | 40 interest index (0–100) |
| 2025-11-23/2025-11-29 | 7 interest index (0–100) | 7 interest index (0–100) | 35 interest index (0–100) |
| 2025-11-30/2025-12-06 | 7 interest index (0–100) | 0 interest index (0–100) | 49 interest index (0–100) |
| 2025-12-07/2025-12-13 | 8 interest index (0–100) | 0 interest index (0–100) | 64 interest index (0–100) |
| 2025-12-14/2025-12-20 | 6 interest index (0–100) | 0 interest index (0–100) | 74 interest index (0–100) |
| 2025-12-21/2025-12-27 | 17 interest index (0–100) | 0 interest index (0–100) | 100 interest index (0–100) |
| 2025-12-28/2026-01-03 | 11 interest index (0–100) | 9 interest index (0–100) | 70 interest index (0–100) |
| 2026-01-04/2026-01-10 | 9 interest index (0–100) | 0 interest index (0–100) | 42 interest index (0–100) |
| 2026-01-11/2026-01-17 | 0 interest index (0–100) | 0 interest index (0–100) | 37 interest index (0–100) |
| 2026-01-18/2026-01-24 | 6 interest index (0–100) | 0 interest index (0–100) | 31 interest index (0–100) |
| 2026-01-25/2026-01-31 | 0 interest index (0–100) | 0 interest index (0–100) | 34 interest index (0–100) |
| 2026-02-01/2026-02-07 | 5 interest index (0–100) | 0 interest index (0–100) | 32 interest index (0–100) |
| 2026-02-08/2026-02-14 | 6 interest index (0–100) | 0 interest index (0–100) | 32 interest index (0–100) |
| 2026-02-15/2026-02-21 | 0 interest index (0–100) | 5 interest index (0–100) | 26 interest index (0–100) |
| 2026-02-22/2026-02-28 | 0 interest index (0–100) | 6 interest index (0–100) | 29 interest index (0–100) |
| 2026-03-01/2026-03-07 | 0 interest index (0–100) | 7 interest index (0–100) | 24 interest index (0–100) |
| 2026-03-08/2026-03-14 | 0 interest index (0–100) | 11 interest index (0–100) | 31 interest index (0–100) |
| 2026-03-15/2026-03-21 | 8 interest index (0–100) | 7 interest index (0–100) | 37 interest index (0–100) |
| 2026-03-22/2026-03-28 | 0 interest index (0–100) | 7 interest index (0–100) | 26 interest index (0–100) |
| 2026-03-29/2026-04-04 | 0 interest index (0–100) | 11 interest index (0–100) | 33 interest index (0–100) |
| 2026-04-05/2026-04-11 | 12 interest index (0–100) | 0 interest index (0–100) | 20 interest index (0–100) |
| 2026-04-12/2026-04-18 | 0 interest index (0–100) | 6 interest index (0–100) | 30 interest index (0–100) |
| 2026-04-19/2026-04-25 | 0 interest index (0–100) | 0 interest index (0–100) | 32 interest index (0–100) |
| 2026-04-26/2026-05-02 | 0 interest index (0–100) | 5 interest index (0–100) | 22 interest index (0–100) |
| 2026-05-03/2026-05-09 | 0 interest index (0–100) | 0 interest index (0–100) | 24 interest index (0–100) |
| 2026-05-10/2026-05-16 | 0 interest index (0–100) | 7 interest index (0–100) | 30 interest index (0–100) |
| 2026-05-17/2026-05-23 | 0 interest index (0–100) | 0 interest index (0–100) | 19 interest index (0–100) |
| 2026-05-24/2026-05-30 | 0 interest index (0–100) | 0 interest index (0–100) | 25 interest index (0–100) |
| 2026-05-31/2026-06-06 | 0 interest index (0–100) | 0 interest index (0–100) | 24 interest index (0–100) |
| 2026-06-07/2026-06-13 | 0 interest index (0–100) | 6 interest index (0–100) | 25 interest index (0–100) |
| 2026-06-14/2026-06-20 | 0 interest index (0–100) | 8 interest index (0–100) | 20 interest index (0–100) |
| 2026-06-21/2026-06-27 | 5 interest index (0–100) | 6 interest index (0–100) | 20 interest index (0–100) |
| 2026-06-28/2026-07-04 | 0 interest index (0–100) | 6 interest index (0–100) | 18 interest index (0–100) |
| 2026-07-05/2026-07-11 | 0 interest index (0–100) | 0 interest index (0–100) | 17 interest index (0–100) |
| 2026-07-12/2026-07-18 | 0 interest index (0–100) | 0 interest index (0–100) | 26 interest index (0–100) |
| 2026-07-19/2026-07-25 | 0 interest index (0–100) | 7 interest index (0–100) | 24 interest index (0–100) |
| 2026-07-26/2026-08-01 | 0 interest index (0–100) | 9 interest index (0–100) | 23 interest index (0–100) |
| 2026-08-02/2026-08-08 | 6 interest index (0–100) | 0 interest index (0–100) | 28 interest index (0–100) |
| 2026-08-09/2026-08-15 | 0 interest index (0–100) | 0 interest index (0–100) | 25 interest index (0–100) |
| 2026-08-16/2026-08-22 | 0 interest index (0–100) | 0 interest index (0–100) | 29 interest index (0–100) |
| 2026-08-23/2026-08-29 | 5 interest index (0–100) | 0 interest index (0–100) | 27 interest index (0–100) |
| 2026-08-30/2026-09-05 | 0 interest index (0–100) | 7 interest index (0–100) | 25 interest index (0–100) |
| 2026-09-06/2026-09-12 | 6 interest index (0–100) | 0 interest index (0–100) | 19 interest index (0–100) |
| 2026-09-13/2026-09-19 | 0 interest index (0–100) | 0 interest index (0–100) | 22 interest index (0–100) |
| 2026-09-20/2026-09-26 | 0 interest index (0–100) | 8 interest index (0–100) | 30 interest index (0–100) |
| 2026-09-27/2026-10-03 | 6 interest index (0–100) | 0 interest index (0–100) | 24 interest index (0–100) |
| 2026-10-04/2026-10-10 | 3 interest index (0–100) | 4 interest index (0–100) | 27 interest index (0–100) |
| 2026-10-11/2026-10-17 | 4 interest index (0–100) | 5 interest index (0–100) | 33 interest index (0–100) |
The astronomical peak in August and those high points in wine searches do not coincide. The brand series does not record its maximum in the eclipse week either. The comparison tests an overly quick interpretation of the case: participating successfully in content about an event and recording a peak in brand searches are different outcomes.
The series describe relative interest in the search expressions used in Spain.
Celeste’s case establishes a more precise relationship between a brand and a topical event. The sky already belonged to its identity; the agency turned it into the brand’s own scene at the moment of attention and connected that piece to social distribution and a product page. The reported triple reach, expanded community and traffic to the landing page describe that execution. The search calendar adds a useful distinction: an editorial occasion can work for a brand while search interest in its category follows a different rhythm.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
