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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?