A few weeks ago, the custom fashion brand BEYOUND starred in one of the most original marketing moves at Seville’s Feria de Abril. The company launched a dynamic that turned the Real into the stage of a fun game where attendees could interact with the brand and win personalized dresses.
During Pescaíto Monday, the team handed out hundreds of raffle tickets across the fairgrounds, giving attendees the chance to win four personalized, exclusive, tailor-made dresses. Three of them could be obtained by finding the golden tickets hidden along the streets of the Real, guided by illustrated maps featuring carnations as clues to their locations. The fourth dress was awarded by a drawing among participants who had collected any of the hundreds of tickets distributed.
The action blended in-person experience, crowd participation, and digital virality into one of the country’s most crowded events, which attracts over a million visitors during Feria week.
“The Feria is Seville’s biggest showcase. We didn’t want to have a presence only on social media; we wanted people to see us at the Real. And it has worked better than we expected,” said Beatriz González, cofounder and designer of BEYOUND.
“We wanted to demonstrate that a small brand can compete in visibility without big budgets, by being creative and being where the people are,” said Alberto Vázquez, cofounder of BEYOUND.
Results: Impact in Figures
89.4% of the accounts reached were users who did not previously follow the account, evidencing the campaign’s ability to generate organic reach beyond the existing community. Social media content accounted for 88.3% of the total reach, accumulating more than 60,000 views during the launch period.
Engagement data on the links reveal a clear pattern: content related to dress customization generates more clicks than any other format, validating BEYOUND’s core value proposition.
The campaign drew coverage in more than a dozen media outlets—without any prior PR investment—before the Feria week ended. Radio and national press presence confirmed that the action transcends local interest to become a brand-communications case relevant at the national level in Spain.
Appearances in national outlets such as Telecinco Noticias and RNE, along with a presence on Canal Sur Radio, the main broadcaster for the Andalusian region, represent a huge media impact relative to the investment, and position BEYOUND as a success story in creative communications for startups.
Next Steps: From Viral Buzz to Sales
The impact generated during the Feria de Abril marks the start of the company’s commercial scaling phase. The startup is already receiving hundreds of orders from customers interested in personalizing their dresses for weddings, events, and celebrations of the 2026 season.
At the same time, BEYOUND is working with Fusion Startups to optimize its digital customization process and its online configurator, which lets customers design a made-to-measure dress from home in a few steps. The goal for the coming months is to consolidate the sales numbers and prepare for a funding round to scale production.
The Feria de Abril has validated the brand’s emotional connection with its audience. The challenge now is to turn that interest into sustainable business relationships.
