The brand shop adidas store located in Lanzarote, Puerto del Carmen, opens on May 2014. Its presence in the social networks, specially Facebook and Twitter, existed before its opening in order to raise expectation among the residents of the island. We elaborate a content plan which main aim is making this brand present and visible in Lanzarote. To achieve this, we focus our activity on the new products, bringing the brand closer to its users through social networks, promoting its profiles as informal sale channels and creating feedback that will be transformed into store visits. We also plan and manage both PPC and CPC advertising campaigns, especially ‘Facebook Ads’, to increase both the number of local followers (about 1,000 followers in one month) and the interactions between them and the brand.