---
title: "The Estercito Store Case: When a Strategy Becomes a Relationship"
description: How we designed Estercito Store's digital strategy, tripled web traffic in one month, exceeded sales goals, and built a relationship that continues years later.
image: https://www.planmedia.ar/hubfs/Caso%20Estercito%20%E2%80%94%20m%C3%A9tricas-2.png
---

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# The Estercito Store Case: When a Strategy Becomes a Relationship

by [Ezequiel García](https://www.planmedia.ar/en/blog/author/ezequiel-garcia) on March 25, 2026

[Digital Strategy](https://www.planmedia.ar/en/blog/tag/digital-strategy) [Case Studies](https://www.planmedia.ar/en/blog/tag/case-studies) [Marketing Systems](https://www.planmedia.ar/en/blog/tag/marketing-systems) [Branding Strategy](https://www.planmedia.ar/en/blog/tag/branding-strategy)

There's a metric that doesn't appear in any report but defines whether the work was truly good.

Did the client come back?

With Estercito Store, the answer is yes. Years after the project, Carla reached out to work on a new brand. Not because there weren't other options — but because what we built together left something that goes beyond numbers.

But let's start at the beginning.

---

## The starting point

Estercito Store had everything to grow: its own showroom in Buenos Aires, a committed team, a good reputation built by word of mouth. The product was good. The demand was there. What was missing was a system that would turn that energy into measurable, predictable results.

The big goal was clear and ambitious: double unit sales in a year. For December 2023, three concrete targets: 2,000 web visits, 20 web sales, and 30,000 social media followers.

---

## The strategy: precision before volume

The first step wasn't to publish more. It was to define exactly who we were talking to.

Estercito Store's buyer wasn't "people interested in the product." It was a specific profile: men and women aged 25 to 35, upper-middle class, active on Instagram and LinkedIn, with interest in premium brands, sports, and high-value experiences.

That precision changed everything that followed: the tone of content, formats, channels, posting schedules. When you know exactly who you're talking to, every decision becomes easier and more effective.

Beyond social media, we worked the sales channel diversification — Mercado Libre and bulk sales as profitability levers — and organic SEO implementation to generate sustained visibility without depending exclusively on paid advertising.

The content approach was educational: giving the buyer the information they need to make a purchase decision confidently. More informed buyers generate less friction in the sales process and a better post-purchase experience.

---

## The results in December 2023

The team's rigorous execution produced results that exceeded expectations on almost every metric.

**Web traffic:** from 1,429 visits in November to **4,977 in December** — a 248% growth in a single month, more than double the stated goal.

**Web sales:** **22 sales** against a target of 20. The first time the digital channel generated measurable results and exceeded a goal.

**Facebook reach:** from 607 to **126,256 people reached** in one month — a direct signal that segmentation was correctly calibrated.

**Ad clicks:** 6,811 in December versus 4,922 in November, with better quality traffic to the site.

The only pending goal was 30,000 followers — the brand closed December at 28,115, with sustained growth of over 1,000 in the month.

 

![20240112\_111725-EDIT](https://www.planmedia.ar/hs-fs/hubfs/20240112_111725-EDIT.jpg?width=4000&height=2250&name=20240112_111725-EDIT.jpg)

---

## What the numbers don't tell

We worked from the inside. Meetings at the showroom, mate in hand, with the full team at the table.

That's not a minor detail. The best-designed strategy in the world doesn't work if the team executing it doesn't understand it, doesn't share it, or doesn't feel it as their own. Part of the work was making sure Carla, Estefi, and the team had not just the tools but also the judgment to use them well.

The result was a team that executed with, in Carla's words, *"total discipline and dedication."* The results were as much theirs as ours — and we acknowledged that.

 

![mentoria con equipo de Estercito Store y Ezequiel de Plan Media](https://www.planmedia.ar/hs-fs/hubfs/mentoria%20con%20equipo%20de%20Estercito%20Store%20y%20Ezequiel%20de%20Plan%20Media.jpg?width=350&height=466&name=mentoria%20con%20equipo%20de%20Estercito%20Store%20y%20Ezequiel%20de%20Plan%20Media.jpg)

---

## After the project

Months after closing the work, a message arrived worth more than any metric:

*"Your time at Estercito was a before and after for us. There's a lot from the mentorships that I'd almost say we've taken on as habits."*

And then:

*"You've left your mark."*

When a consultancy leaves installed habits — not dependence, but their own judgment — it did its job well.

The story didn't end there. Later, Carla reached out again to work on a new brand: Exitoys. Not because there were no other options available. But because when something truly works, you go back to it.

That's what we consider the most important result of this case.

---

> *"Your time at Estercito was a before and after for us."* — Carla, Estercito Store

 

![cumpleanos de la marca Estercito Store](https://www.planmedia.ar/hs-fs/hubfs/cumpleanos%20de%20la%20marca%20Estercito%20Store.jpg?width=350&height=338&name=cumpleanos%20de%20la%20marca%20Estercito%20Store.jpg)

---

## Does your team have energy and commitment but results don't reflect that effort?

It's probably not an execution problem. It's a direction problem.

→ [Book a strategic conversation](https://calendly.com/planmediasocial/agenda-2026) and let's review it together.

 

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![Ezequiel García](https://www.planmedia.ar/hubfs/Eze%20Garcia%20Founder%20of%20Plan%20Media%2c%20an%20international%20digital%20strategy%20consultancy%20based%20in%20France%20and%20Argentina.jpeg)

#### Ezequiel García

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Founder of Plan Media, an international digital strategy consultancy based in France and Argentina. For over 8 years, I've worked with founders, teams, and growing brands — across Latin America, Spain, and Europe — who seek clarity, direction, and systems that work long-term. I don't produce content by default. I design brand architectures.

### Leave a comment:

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