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  • Building a brand from high-quality holiday spam
  • Building a brand from high-quality holiday spam
    Murad Osmann (2016) ©
CASE STUDY

#FollowMeTo: holiday inspo from an Insta-famous couple

In 2011, Murad Osmann posted an Instagram shot of his girlfriend leading his hand through a door in Barcelona. That photo led to a project that has brought them millions of followers, a book deal, and a TV show. But how exactly did a few holiday pics launch such an influential travel brand?

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In the social media age, we’ve had to come up with entirely new terms like ‘Insta-famous’ to describe the self-made online celebrities who’ve racked up hundreds of thousands, if not millions, of followers. Every interest and hobby – be it make-up, photography, fashion or fitness – has a particular set of important influencers.

For globetrotters, it would be a hard task to find a better example than Murad and Nataly Osmann. The couple’s #FollowMeTo series began in 2011 from a simple Instagram snap that Murad took of Nataly walking through a door in Barcelona. Each photo follows a simple ...

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